The End of Advertising for Fast Fashion? 6 Legislative Proposals Boosting Responsible Brands
In 2025, several laws will come into effect to regulate the fashion industry, particularly fast fashion, and promote more sustainable practices. Here’s an overview of the key measures ahead:
1. Ban on Fast Fashion Advertising
Starting January 1, 2025, advertising for fast fashion brands will be banned in France. This measure aims to reduce overconsumption of disposable fashion and encourage more responsible consumer behavior. This also applies to influencers, who will no longer be allowed to promote these products. Fines of up to €20,000 for individuals and €100,000 for companies will be imposed for violations.
2. Strengthening Consumer Information
Additionally, online fast fashion stores will be required to display a message on their websites to raise awareness of the environmental impact of their products and encourage responsible practices such as minimalism, reuse, repair, and recycling of clothing and accessories. These messages must be placed near the price. Non-compliance could result in fines of up to €15,000. However, this bill still needs approval from the Senate and has not yet been adopted.
3. Expansion of AGEC Law Requirements
The Anti-Waste Law for a Circular Economy (AGEC) will see modifications in 2025. As of January 1, companies with annual revenues exceeding €10 million will be required to ensure traceability and transparency to improve the durability and recyclability of textile products.
4. Environmental Scoring
Scheduled for 2025, this new law will introduce an environmental score for all textile products. The goal is to encourage brands to adopt precise traceability to achieve the highest possible score, pushing them toward more sustainable practices.
5. "Bonus-Malus" System
This measure aims to impose penalties on products with a high environmental impact. The system will be based on the product's eco-score, with a penalty of €5 in 2025, increasing to €10 by 2030. It is important to note that this is not a tax but a contribution, with the collected funds redistributed to sustainable clothing producers to lower their prices and make them more accessible.
6. Law Against Deforestation
Postponed to December 30, 2025, for large companies and 2026 for SMEs, this regulation will require companies to assess the origins of their materials and potential risks related to deforestation. A list will be established by the Commission and may be publicly available across Europe.
2025 reflects a strong commitment to transforming the fashion industry into a more sustainable and responsible sector. These measures promote transparency, traceability, and environmental impact reduction, bringing hope for a more ethical and eco-friendly industry.
Every day, iné, an urban and vegan sneaker brand, takes steps to push sustainable fashion forward. Discover our unwavering commitments.
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