Shein did not offer discounts based on the lowest price in the previous 30 days, and sometimes raised prices before applying a reduction.

France’s General Directorate for Competition Policy, Consumer Affairs and Fraud Control (DGCCRF) said it had doled out a €40 million ($47 million) fine to the company as a result of the now-concluded investigation, which ran from October 2022 to August 2023.

Regulators found the fast-fashion retailer, which is facing multiple probes, also made unjustifiable environmental claims