Fast Fashion Influencing Activities Now Illegalized in France
France has taken a significant step in the battle against ultra-fast fashion with the approval of a new law, known as the ultra-fast fashion ban, by the French Senate in June 2025. This legislation aims to combat the environmental damage and human rights issues caused by ultra-fast fashion, which includes overproduction, exploitation of workers, massive textile waste, and high carbon emissions.
The new law targets brands like Shein and Temu, characterized by thousands of ultra-cheap, rapidly changing styles driven by algorithms. It prohibits influencers from promoting ultra-fast fashion products on social media, bans advertising of such brands, imposes eco-taxes on products with poor environmental scores, and requires brands to disclose the carbon footprint, resource use, and recyclability of their clothing sold in France.
For brands like Shein and Temu, the impact is substantial. Advertising restrictions and the influencer promotion ban reduce their ability to market aggressively online, especially to younger consumers who are a major target audience. Eco-taxes based on sustainability scores increase the cost of selling ultra-fast fashion products in France, potentially raising prices or forcing changes in production methods. Transparency requirements compel these brands to reveal environmental impact details, increasing accountability and consumer awareness.
These measures may lead to a reduction in the volume of ultra-fast fashion entering the French market and push brands towards more ethical and sustainable practices. The revenue from this tax would be used to fund France's sustainable fashion sector.
The battle against ultra-fast fashion's impact is ongoing, and France's latest move is a step towards holding the industry more accountable. However, this ban currently applies specifically to ultra-fast fashion, not the entire fast fashion industry, and similar measures are not yet widespread globally.
The EU is also introducing sustainability measures for fashion, including Digital Product Passports and stricter design requirements. The EU has a planned ban on destroying unsold stock in the fashion industry. The UK, on the other hand, is uncertain about adopting similar rules to France's ultra-fast fashion ban.
It's important to note that the impact of ultra-fast fashion on the environment is still a significant concern. Around 35% of primary microplastic pollution in the ocean stems from the fashion industry, and around 35 clothing items are discarded every second in France alone.
The increased cost from the tax could potentially be passed on to consumers if retail prices rise in response. The EU's enforcement details for their fashion sustainability measures remain unclear, and the details of the EU's ban on destroying unsold stock in the fashion industry are not specified.
In conclusion, France’s legislation sets a new, stringent standard globally for regulating ultra-fast fashion with the goal of reducing environmental harm and fostering ethical consumption. The battle against ultra-fast fashion's impact is ongoing, and it's crucial for other countries to follow France's lead in regulating this industry to mitigate its environmental and social impacts.
References: 1. The Guardian 2. BBC News 3. CNBC 4. The New York Times 5. The Telegraph
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