A misleading commercial practice is punishable by 2 years' imprisonment and a €300,000 fine for an individual, €1.5 million for a business, an amount that may be raised to 10% of average annual turnover calculated over 3 years, or to 80% of spending on the advertising or practice concerned when it is based on an environmental claim (Climate and Resilience Act). The €40 million SHEIN fine of 3 July 2025 was imposed under this regime, before EmpCo.
Read the source article: Green claims: what EmpCo has banned since 27 September