France Adopts Landmark Law Targeting Ultra-Fast Fashion

Vol. 1548 | 22 Jul 2026

France has adopted a landmark law targeting ultra-fast fashion, introducing immediate transparency rules, enhanced EPR eco-contributions, advertising and influencer restrictions, and removal of tax incentives for unsold goods donations. The law is designed to reduce environmental impacts and promote responsible consumption.

On July 9, 2026, French Law No. 2026-602 of July 8, 2026 was officially published, making France the first country to enact legislation specifically targeting ultra-fast fashion.

The law introduces stringent requirements for ultra-fast fashion manufacturers and online platforms, including mandatory environmental and origin disclosures, a strengthened Extended Producer Responsibility (EPR) fee system, and restrictions on advertising and influencer marketing.

Key Provisions

1. Mandatory Transparency Requirements (Effective immediately)

Online sellers must:

• Provide clear information on the environmental and social impacts of products, including messages encouraging responsible consumption, reuse, repair, and recycling.
• Inform consumers about the social, environmental, health, and delivery-related impacts associated with products.
• Clearly display manufacturing locations alongside the product price.
• Ensure such information is presented in the same font size, remains easily accessible, and appears on all relevant sales pages.

2.   Advertising and Influencer Promotion Ban (Effective 1 January 2027)

• The law introduces a comprehensive ban on advertising for ultra-fast fashion products and brands.
• The prohibition also extends to influencer marketing activities, including promotions that involve:
  • Free gifts;
  • Product loans; and
  • Sponsored invitations or similar benefits.

Influencers who violate these requirements may face fines of up to €100,000.

3. Enhanced EPR "Bonus-Malus" Penalty System (Effective 1 September 2026)

Producers placing ultra-fast fashion products on the French market will be required to pay adjusted eco-contributions to the approved Producer Responsibility Organisation (PRO), Refashion, under a new bonus-malus framework.

Penalty Levels Per Product

• 2026: €0.25 – €12
• 2027: €0.50 – €14
• 2028: €0.75 – €16
• 2029: €1.00 – €18
• 2030 onwards: €2.00 – €20

The penalty amount is capped at 50% of the product's pre-tax selling price.

A portion of the collected eco-contributions must be allocated by Refashion to support textile collection, sorting, reuse, repair, and recycling infrastructure in France.

In addition, foreign companies placing products on the French market must appoint a French authorised representative responsible for fulfilling EPR obligations.

4. Removal of Tax Incentives for Unsold Goods Donations

Ultra-fast fashion companies will no longer be eligible for the 60% tax reduction currently available for donations of unsold goods to charitable organisations.

Definition of "Ultra-Fast Fashion"

The precise legal definition of ultra-fast fashion will be established through a future implementing decree.

In general, the concept refers to business practices that:

• Introduce an exceptionally high number of new product references to the market within a short period of time; and
• Provide limited incentives for product durability, repairability, reuse, or extended product lifespan.

Key Takeaway

Companies selling fashion products into France should begin assessing the potential applicability of the new law, particularly regarding product transparency requirements, EPR obligations, advertising practices, and supply-chain traceability. Businesses that operate high-volume, rapidly changing fashion models may face significant compliance and cost implications under the new regulatory framework.

Links to the law and related official public information  :

• LOI n° 2026-602 du 8 juillet 2026 visant à réduire l'impact environnemental de l'industrie textile (1)
• Loi du 8 juillet 2026 visant à réduire l'impact environnemental de l'industrie textile

 

If you have any questions, please contact: