The Italian Competition and Market Authority (AGCM) has fined the company responsible for Shein's websites in Europe one million euros for false and misleading claims about the ecommerce giant's efforts to be “green”. The AGCM accuses Shein, founded in China, of having “adopted a misleading communication strategy regarding the characteristics and environmental impact of its clothing products”. It is thus sanctioning “misleading and/or deceptive environmental messages and claims ... in the promotion and sale of Shein-branded clothing products”. These were “in some cases vague, general and/or overly emphatic, and in others, misleading or omissive”. In particular, claims about the recyclability of the products “were false or at least confusing,” the AGCM said. Consumers could easily be misled into believing that Shein's products are made exclusively from sustainable and fully recyclable materials, “a claim that, given the fibers used and current recycling systems, does not reflect reality”.