France Passed an Ultra-Fast Fashion Law for Shein, Temu and AliExpress

France has a new law that makes the ultra-fast-fashion business model more expensive to operate, restricts its advertising and makes it riskier for influencers to promote. 

And by that, they mean giants such as Shein, Temu and AliExpress.

After more than two years of debate, France has passed a law targeting what it now calls mode ultra-express, or ultra-fast fashion.

When Does Fashion Become “Ultra-Fast”?

The law looks at how many new product references a company releases and how little reason customers have to repair them.

So the law does not say that every cheap fashion company is automatically included.

The Per-Item Penalty Could Reach €20

Fashion companies that sell a larger range of clothes may have to pay higher environmental fees starting September 1, 2026.

The penalty can range from €0.25 to €12 per product in 2026. It rises each year, reaching between €2 and €20 per product from 2030.

Advertise It and the Fine Could Reach €100,000

From January 1st, 2027, France will ban advertisements for products classified as ultra-fast fashion. Breaking the advertising ban can bring a fine of €20,000 for an individual and €100,000 for a company.

And Yes, Influencers Are Included Too!

Influencers will be banned from promoting ultra-fast-fashion products or brands, starting January 1st, 2027.

Violations can result in a fine of up to €100,000. That means no haul videos, no affiliate links, and no gifted-product posts.

Shopping Page Will Need to Show More

Affected platforms must display messages encouraging people to buy less, and repair and reuse more.

They must provide information about the product’s social, environmental and health impacts, as well as the environmental impact of delivery.

For clothing sold online, the place of manufacture must appear clearly near the price and in text of the same size.

But Is This Really a Fast-Fashion Crackdown?

The final law targets ultra-fast fashion and not the entire fast-fashion industry. This means established retailers like Zara, H&M, and other chains may escape its strongest restrictions.