This bill proposed by Horizons deputies aims to ban advertising for fast fashion brands, such as the Chinese site Shein. It will be examined in the hemicycle on March 14.
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Shein and its thousands of new clothing models available almost every day are in the crosshairs of some MPs. Items at unbeatable prices: dresses for less than 20 euros, jackets for 9 euros 99… A boon for the wallet, much less for the planet because it creates “an impulse to buy” denounce Horizons MPs. It is Édouard Philippe’s party which will launch the offensive the week of March 4 to 10 with a bill which will be examined in committee, then in the hemicycle on March 14.
This bill provides for a ban on advertising for fast fashion brands. In the crosshairs, videos of influencers who unbox their packages while presenting all the tank tops they have purchased. Horizons MPs would like to put an end to these paid partnerships. The idea is also to hit the brands in the wallet, with financial penalties of up to 10 euros per product. The text carried by MP Anne-Cécile Violland, who led hearings on the subject this Monday, February 26, also provides for messages on websites to make customers aware of the environmental impact of each item.
But Horizons is not the only party targeting fast fashion. The LR deputy for Loire Antoine Vermorel also went to war against Shein, with a TikTok video which parodies the videos of influencers and which collected more than 100,000 likes in a few days. The right-wing elected official pleads in his bill for a penalty of five euros per item, which would increase the price of each item of clothing for the buyer. A penalty which would finance a bonus on clothing made in France or made in Europe.
The attentive government
Do these proposed laws have a chance of succeeding? The Horizons text is more advanced because it has a date for review in the Assembly. “That’s the game, let’s play down the drama on the LR side, the important thing is that it’s moving forward.”. We still have to convince the government, which has not yet decided on its position on the subject. “There are interesting things but we don’t support everything”, we confide to the Ministry of Ecological Transition. While in Bercy, an advisor warns. “Be careful not to target a particular company, he said. This could have commercial repercussions… as Chinese authorities are already threatening to increase customs duties on French cognac.”
