In February 2026, France's Minister of Commerce, Serge Papin, announced on TF1 that the government is officially declaring 2026 as a 'year of resistance' against Shein and similar ultra-fast fashion platforms. While the announcement has captured international attention for its symbolic punch, the measures behind it signal a substantive shift in how European governments aim to regulate online marketplaces.
Why France Is Targeting Shein
At the core of this initiative is the perception that online fast fashion platforms operate under weaker accountability standards than traditional high street stores. According to Reuters and CNA, Papin highlighted that the 'systemic risks' posed by platforms like Shein—ranging from illegal goods sales to opaque supply chains—require new forms of government oversight. French authorities have argued that online marketplaces create 'unfair competition' for domestic retailers, which must comply with labour, tax, and environmental regulations that ultra-fast fashion platforms often bypass.
Legal disputes have already set the stage for this year-long campaign. In December 2025, a French court rejected a government bid to suspend Shein's website, citing insufficient grounds under current law. Following that, the February 5th appeal hearing addressed systemic risks discovered in Shein's operations, such as the sale of illegal or non-compliant products. The government's move to push legislation allowing for the suspension of platforms without prior court approval reflects both frustration with existing enforcement mechanisms and a desire to establish rapid-response regulatory authority.
How the Measures Will Work
France is employing a multi-pronged approach, combining fiscal, legal, and advertising regulations. One of the most concrete measures is the introduction of a €3 tax on small packages from Shein, Temu, and AliExpress, increasing to €10 for certain items under the new 'eco-tax' system. The taxes, effective March 2026, aim to address environmental externalities linked to ultra-fast shipping and packaging, as highlighted by Sortiraparis and Fashion United. By targeting individual items within orders, the government hopes to make the true cost of ultra-fast fashion visible to consumers, while nudging platforms towards more sustainable practices.
Advertising restrictions are another key front. France has now defined 'ultra-fast fashion' as a legal category, enabling targeted bans on influencer-led promotions and other marketing strategies that encourage rapid consumption. According to World Without Fossil Ads, the government intends these measures to curb overproduction and overconsumption while promoting transparency in digital marketing.
Implications for Consumers and the Industry
For shoppers, the immediate impact may be higher prices and limited access to some ultra-fast fashion items. More broadly, these steps could signal a new era of regulation for the global e-commerce sector, particularly in the EU, where environmental and labour standards are increasingly integrated into trade and commerce rules. The French approach combines economic incentives, legal authority, and public messaging to push platforms towards accountability—a strategy that may serve as a model for other governments grappling with similar challenges.
Ultimately, the 'year of resistance' is about more than Shein. It reflects a broader tension between fast-paced, globalised online commerce and localised social, environmental, and legal standards. Whether this approach will curb ultra-fast fashion or simply reshape its market footprint remains to be seen. For now, France is signalling a clear message: unchecked speed and scale in online fashion are no longer beyond governmental oversight.
