France has approved new measures targeting Shein and Temu, including fast fashion penalties and advertising restrictions, while Europe introduces a new parcel tax aimed at overseas online retailers.
France is stepping up its efforts to regulate ultra-fast fashion, putting companies such as Shein and Temu under greater scrutiny. The French Senate has approved a new law aimed at reducing the environmental impact of low-cost, high-volume clothing sales, while Europe has introduced a separate customs duty on small parcels arriving from overseas sellers.
The move comes as concerns grow over the environmental cost of fast fashion. Easy-to-buy and quickly replaceable clothing contributes to textile waste and pollution, with the textile industry responsible for nearly 10% of global greenhouse gas emissions.
A Tougher Approach to Ultra-Fast Fashion
The newly approved French legislation introduces financial penalties for brands that produce large volumes of low-cost clothing. The fee will increase over time and could reach as much as €20 per item by 2030, although it cannot exceed 50% of a product's pre-tax price.
The law also seeks to limit the visibility of ultra-fast fashion through a ban on advertising, including promotions by social media influencers. Companies covered by the rules will be required to display messages encouraging consumers to repair, reuse, and recycle clothing rather than constantly buying new items.
Trade Minister Serge Papin highlighted the growing influence of major Asian platforms, saying, "Their names, which were still unknown three years ago... are now on everyone's lips in France: Temu, Shein and AliExpress."
Part of the money collected from penalties will be used to support textile collection and recycling systems.
Why Is France Removing Its Own Parcel Tax?
While France is tightening rules on fast fashion, it has simultaneously suspended its national tax on small parcels from China. The reason is that, a new European-wide customs charge came into effect on July 1, 2026. Rather than applying both taxes at the same time, France decided to drop its €2 national surcharge.
French authorities also found that many companies were bypassing the tax by shipping products through other European countries before sending them into France. As a result, the measure generated far less revenue than expected.
What Does the New European Parcel Charge Mean?
The European Union now applies a flat €3 customs duty on each category of goods contained in parcels valued below €150 from overseas platforms. For example, a parcel containing a T-shirt and shoes would be charged twice, while multiple T-shirts in the same shipment would only incur one charge. The EU says the measure is designed to improve consumer protection, strengthen customs oversight, and create fairer competition for European retailers.
Can These Measures Change Shopping Habits?
Supporters believe the new rules could encourage more sustainable consumption and reduce the dominance of ultra-fast fashion platforms. Critics, however, argue that some European fashion brands remain largely untouched by the legislation despite facing similar sustainability concerns.
The success of both the French law and the European customs duty will likely depend on enforcement, especially as companies explore new logistics strategies and business models.
As Business Fortune observes, Europe is expected to continue tightening regulations on fast fashion, product imports, and sustainability standards, potentially reshaping how consumers shop online and how global retailers operate across the region.
FAQs
What is France's new ultra-fast fashion law?
The law introduces penalties for brands that produce large volumes of low-cost clothing and restricts advertising for ultra-fast fashion companies.
Which companies are most affected?
Major Asian e-commerce platforms such as Shein, Temu, and AliExpress are among the primary targets of the legislation.
Why did France suspend its small-parcel tax?
France removed its national surcharge because a new European-wide customs duty on small parcels took effect on July 1, 2026.
How does the new European parcel tax work?
A €3 customs duty is charged per category of goods in parcels valued under €150 arriving from overseas sellers.
What is the goal of these new measures?
The initiatives aim to reduce environmental harm, improve consumer protection, strengthen customs controls, and support fair competition for European retailers.
