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(update) The French consumer protection agency has fined the British fast-fashion retailer Boohoo millions for deceptive practices: many of the discounts in its online store turned out not to be genuine price reductions.
2.3 million euros
An analysis of the promotions on the Boohoo online store revealed that 40% of the discounts offered were not actual price reductions, according to the French Directorate General for Competition, Consumer Affairs, and Fraud Control (DGCCRF). Seven percent of the discounts were smaller than advertised, and in 48% of cases, the price had actually increased. Furthermore, Boohoo used terms such as “leather” and “suede” for synthetic products, which violates French product labeling regulations. This has resulted in a 2.3 million euro fine for deceptive practices.
The fine is indicative of a broader trend toward stricter regulation in the fashion industry, particularly targeting online fast-fashion companies such as the Chinese platforms Shein and Temu. The French government is taking a hard line and just passed a law in June imposing fines on what is considered “disposable” clothing.
A Boohoo spokesperson said: “These historic issues relate to a period from October 2023 to February 2024, when the business was under previous management, and are now resolved. We have cooperated fully with the regulator, and continue to review how we price and label our products.” Boohoo has been owned by the Debenhams department store group since March 2025.
