French National Assembly Passes Law Targeting Ultrafast-Fashion Platforms like Shein

On June 24, 2026, the French National Assembly approved a new legislative measure aiming to curb the impact of ultrafast-fashion platforms, particularly targeting Asian companies such as Shein and Temu. This law introduces a financial penalty—known as a malus—of up to 20 euros per item sold through these platforms, alongside an outright ban on their advertising in France.

The measure is designed to tackle the environmental and consumer protection challenges posed by the rapid sales of low-cost fashion items characteristic of these companies. While the law has cleared this crucial parliamentary stage, it will face its final vote in the Senate next Monday.

Although the proposed regulation marks a significant step in controlling ultrafast fashion, members of the left-wing opposition abstained from voting. They criticized the legislation as a dilution of earlier, more ambitious proposals, suggesting that the current text falls short of what is needed to effectively address the problem.

This new law reflects France’s proactive stance in regulating sectors where high-speed consumption intersects with environmental concerns, setting a precedent in the European fashion regulatory landscape. The Senate’s forthcoming decision will determine if this legislation becomes fully enacted, moving closer to limiting the disruptive presence of ultrafast-fashion platforms in the French market.