What Is the Anti-Fast Fashion Law?

On March 14, 2024, the French National Assembly adopted a bill in its first reading aimed at reducing the environmental impact of the textile industry. Referred to as the "anti-fast fashion law" by public opinion, this legislation includes various measures to more effectively regulate ultra fast fashion. Let’s uncover the key aspects of this law and how you can begin preparing today.

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Key Components of the Law

The proposed law has three primary objectives:

1. Defining Fast Fashion
2. Enhancing the Eco-contribution Penalty
3. Banning Fast Fashion Advertising

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Defining Fast Fashion

One of the main goals of the bill is to clearly define "fast fashion". The adopted text proposes that a government decree will establish the thresholds determining when a company is considered to be practicing fast fashion, based on the number of clothing items released annually. This clear definition will help in targeting the companies that significantly contribute to the environmental degradation due to their rapid production cycles and disposable product lines.

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Additionally, the law mandates that relevant industries must inform consumers about the environmental impact of their purchases and the possibilities for reusing and repairing clothing and accessories. Transparency in the fashion supply chain will be critical, requiring detailed disclosures about production practices, materials used, and the overall environmental footprint of products.

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Several amendments to expand the original goals of the text were also adopted. To promote reuse, the government introduced an amendment specifying that the law targets only new products, not second-hand items. This move aims to encourage a circular economy, reducing waste by extending the life of existing products through reuse and repair.

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The Eco-contribution Penalty

A bonus-malus system will be introduced for textiles and accessories based on their environmental score, which is expected to be implemented in France by the end of 2024. This system will incentivize companies to adopt more sustainable practices, as better environmental scores will be financially rewarded.

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Starting in 2025, products with the worst environmental impact will incur an ecological penalty of €5 per product, increasing by €1 annually until reaching €10 per product in 2030. The funds raised from these penalties will support bonuses for companies producing environmentally friendly textiles, creating a financial motivation to adopt better practices.

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Advertising Ban

Effective January 1, 2025, the law will prohibit:

• Advertising for fast fashion products.
• Promotion of companies, brands, or stores defined as fast fashion.

This ban also extends to commercial influencers, who will no longer be allowed to promote such products. Violations will result in fines: up to €20,000 for individuals and up to €100,000 for legal entities. This measure is designed to reduce the pervasive influence of fast fashion advertising, which often encourages overconsumption and wasteful behavior.

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How Fairly Made Prepares You

As we've seen, complying with this new law and avoiding the ecological penalties will depend significantly on your environmental score. Implementing this display system involves several critical steps, starting with establishing robust traceability. This is followed by a thorough impact measurement process, which adheres to a specific methodology which we have integrated into our tool.

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Engaging our experts now will help you establish the necessary systems and processes to reach compliance. Our team can provide comprehensive support, from initial assessment and strategy development to implementation.

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Starting early will not only help you avoid potential penalties but also anticipate future challenges, potentially gaining you a competitive advantage in the marketplace.

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