Will soon no longer be allowed to advertise in France: Temu.Image: www.imago-images.de
June 29, 2026, 5:37 p.mJune 29, 2026, 5:38 p.m
Advertising for fast fashion platforms such as Shein, Temu and Aliexpress will soon end in France. The Senate, as the second chamber of parliament, voted for a corresponding law that aims to slow down ultra-fast fashion. Specifically, the law provides for a ban on advertising at the turn of the year. Influencers should also no longer be allowed to advertise, otherwise they could face a fine.
While the original plan was to target the entire fast fashion industry, the measures are now aimed specifically at “ultra-express platforms,” as the proposed law states. This refers to companies that bring a large number of products onto the market that cost so little that consumers have little incentive to repair worn-out goods. French and European brands are no longer targeted, but rather the giants Shein, Temu and Aliexpress. However, an exact definition for the criteria mentioned is still missing.
France also wants to oblige the platforms to make an increasing financial environmental contribution per product based on environmental standards. The message pages are also designed to encourage people to repair, reuse and hold back when buying.
In France, more than 885,000 tons of clothing, home linen and shoes came onto the market in 2024. According to a text from the Senate, the amount of clothing on offer has increased significantly in recent years. Fast fashion products are sold at low prices and are often made from materials that don’t last long. (sda/awp/dpa)