France moves to curb Ultra-fast fashion advertising

On June 10, 2025, the French Senate overwhelmingly adopted a bill to regulate advertising for ultra-fast fashion brands like Shein and Temu.

The legislation, passed with 337 votes to 1, aims to distinguish between traditional fast fashion and its ultra-fast counterpart, focusing on the latter to ensure legal enforceability. Key measures include a ban on influencer promotions, mandatory warning labels on ads detailing environmental and social impacts, and increased eco-contributions up to €10 per item by 2030 to fund domestic recycling. The bill, which also lays groundwork for a durability index, now returns to the National Assembly for further debate. While critics suggest corporate pressure weakened the bill, lawmakers assert the narrowed scope is vital for its legal viability.