Italy's competition authority (AGCM) imposed a 1 million euro ($1.16 million) fine on China-founded online fast fashion retailer Shein on Monday for misleading customers about the environmental impact of its products.

Shein has been fined €1m by Italian regulators for misleading environmental claims, just weeks after a €40m penalty from France over deceptive commercial practices.

Shein has been hit with a hefty fine by Italy’s competition authority for misleading shoppers. This marks Shein’s second financial sanction by a European competition authority in little more than a month, after France fined the company 40 million euros on 3rd July over fake discounts and misleading environmental claims.

Fast fashion is everywhere. It’s cheap, trendy, and ships fast. But behind the low prices, concerns are growing about how it affects the environment. One of the biggest names in the business, Shein, is once again in trouble.

Italy is the second European country to fine Shein over greenwashing.

The watchdog took issue with the environmental sustainability and social responsibility messages on Shein's website, which it described as 'vague' and 'misleading.'

The Italian Competition Authority announced Chinese retailer Shein was fined more than $1 million for allegedly "misleading" customers with "deceptive" advertising.

Italy's competition watchdog said Monday it has fined the company responsible for Shein's websites in Europe one million euros ($1.15 million) for false and confusing claims about the e-commerce giant