British fast-fashion retailer Boohoo has been fined €2.3 million ($2.7 million) by French authorities for allegedly misleading shoppers with fake discounts and inaccurate product descriptions on its website.
France’s consumer watchdog, the Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF), said on Thursday that Boohoo exaggerated discounts, creating a false impression of the savings customers were getting.
The regulator said an investigation into the retailer’s promotions found that 40% were not genuine price reductions, while 7% offered a smaller discount than advertised.
In 48% of the promotions examined, the prices were actually higher than the previous prices used as a reference, according to the watchdog.
Boohoo was also accused of using terms such as “leather” and “suede” to market synthetic products, in breach of French product-labelling rules.
A Boohoo spokesperson said the issues occurred between October 2023 and February 2024, when the company was under previous management.
The company said the problems had since been resolved.
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“We have cooperated fully with the regulator, and continue to review how we price and label our products,” the spokesperson said.
Shares in Boohoo’s parent company, Debenhams, fell 2.4% at 1125 GMT following the announcement.
The fine comes as France intensifies its scrutiny of online fast-fashion companies, particularly Chinese platforms such as Shein and Temu.
French lawmakers passed an anti-fast-fashion law in June that introduced fines targeting what they described as “disposable” clothing.
In July 2025, France’s antitrust agency fined Shein €40 million for misleading discount practices.
About the Author
Cecilia Attah is a tech analyst with a degree from Benue State University. She covers tech news and startups at TechRegard with a focus on how technology is transforming Africa and shaping the global landscape.
