Published by Global Banking & Finance Review®
Posted on July 3, 2025
2 min readLast updated: January 23, 2026
Add as preferred source on GoogleFrance fines Shein €40M for misleading discounts. The antitrust probe found many discounts were deceptive, violating French regulations.
PARIS (Reuters) -France's antitrust agency said on Thursday it had fined China-founded fast-fashion retailer Shein 40 million euros ($47.17 million) for alleged deceptive business practices including misleading discounts, following a nearly year-long probe.
The agency, in charge of consumer protection as well as competition, said Infinite Style E-Commerce Co Ltd, which handles sales for the Shein brand, had misled customers about discounts, and that the company had accepted the fine.
Under French regulations, the reference price for any discount is the lowest one given by a retailer during the 30 days preceding the offer. Shein infringed that rule by not taking into account previous offers, and sometimes increasing the price before applying a discount, the agency said.
It said its investigation showed the company "deceived consumers about the authenticity of discounts they could benefit from."
The probe, conducted across thousands of products on Shein's French site between October 1, 2022 and August 31, 2023, found 57% of advertised deals were not, in fact, offering a lower price; 19% had less of a discount than advertised; and 11% were in fact price increases.
In a statement, Shein said the antitrust agency had informed Infinite Style Ecommerce Co Ltd (ISEL) of breaches related to reference price and environmental regulations in March last year, and ISEL had taken corrective action within the following two months.
"This means that all identified issues were addressed more than a year ago," Shein said, adding that ISEL was committed to complying with French regulations.
($1 = 0.8480 euros)
(Reporting by Makini Brice and Helen Reid; Editing by Charlotte Van Campenhout, Susan Fenton and Bernadette Baum)
The French antitrust agency fined Shein 40 million euros ($47.17 million) for alleged deceptive business practices.
Shein was found to have misled customers about discounts, failing to comply with regulations regarding reference prices.
The investigation revealed that 57% of advertised deals were not actually offering a lower price.
Shein stated that it had addressed all identified issues over a year ago and is committed to complying with French regulations.
Under French regulations, the reference price for any discount must be the lowest price offered by a retailer during the 30 days preceding the offer.
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