New Rules Target Fast-Fashion Giants Like Shein with Taxes and Advertising Limits, Affecting Kidswear
The French Senate recently approved a bill classifying the promotion of ultra-fast fashion as a potential crime and introducing an eco-score system targeting platforms like Shein and Temu. The proposal includes taxes of €5 per item, rising to €10 or 50% of the product’s price by 2030 for high-impact brands, alongside tight restrictions on advertising and influencer promotion. Kidswear items from fast-fashion platforms, often made of synthetic fibers that contribute to microplastic pollution, will be among the first affected.
Environmental groups highlight that 35 clothing items are discarded every second, and 35% of ocean microplastics come from apparel. France’s move aligns with the EU’s Green Deal and the UK’s anti-greenwashing law—marking a new regulatory era for fast-fashion models.
Kidswear brands face dual challenges: rising costs and restricted marketing; yet the shift also offers opportunities for sustainable manufacturers to gain brand premium and consumer trust. Experts predict upcoming industry transformations in eco-material substitution, transparent supply chains, and marketing channels.
If approved by the Franco-British joint committee, the law will take effect in 2025, requiring exporters and brands to adjust strategies for EU market entry.
