The French antitrust authority has imposed a record fine of 40 million euros (approximately $47 million) on the Chinese fast-fashion retailer Shein for deceptive commercial practices. The penalty follows a nearly year-long investigation by the Direction générale de la concurrence, de la consommation et de la répression des fraudes (DGCCRF). The probe found that 57% of the discounts advertised by Shein were misleading, as many deals did not actually offer lower prices. Additionally, the investigation highlighted that the company failed to fulfill environmental claims made on its platform. The fine marks one of the largest penalties levied against an e-commerce company in France and reflects increasing regulatory scrutiny of Chinese e-commerce firms operating in the European Union. French officials emphasized the importance of consumer protection and supported the stringent enforcement action against Shein's marketing practices.