{"id":150899,"date":"2026-06-30T10:24:31","date_gmt":"2026-06-30T08:24:31","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150899"},"modified":"2026-06-30T10:24:32","modified_gmt":"2026-06-30T08:24:32","slug":"la-loi-francaise-contre-la-fast-fashion-adoptee-mais-quest-ce-qui-change","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-loi-francaise-contre-la-fast-fashion-adoptee-mais-quest-ce-qui-change\/","title":{"rendered":"La loi fran\u00e7aise contre la fast fashion adopt\u00e9e, mais qu&rsquo;est-ce qui change concr\u00e8tement ?"},"content":{"rendered":"\n<p>Apr\u00e8s deux ans et demi de d\u00e9bats et de mises au point, la loi fran\u00e7aise visant \u00e0 \u00ab r\u00e9duire l\u2019impact environnemental de l\u2019industrie textile \u00bb a enfin \u00e9t\u00e9 adopt\u00e9e. Ce qui \u00e9tait initialement connu sous le nom de \u00ab loi anti-fast fashion \u00bb vise d\u00e9sormais explicitement et uniquement les plateformes d\u2019ultra-fast fashion telles que <strong>Shein<\/strong>, <strong>Temu <\/strong>et <strong>AliExpress<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Qui sont les \u00ab ultra-express \u00bb ?<\/h2>\n\n\n\n<p>Les projets fran\u00e7ais visaient initialement l\u2019ensemble du secteur de la fast fashion, mais le texte se concentre d\u00e9sormais sur ce qu\u2019on appelle les \u00ab plateformes ultra-express \u00bb. Il s\u2019agit d\u2019entreprises qui commercialisent des produits en tr\u00e8s grands volumes et qui vendent des articles \u00e0 des prix si bas que les consommateurs ne voient pratiquement plus aucune raison de faire r\u00e9parer leurs v\u00eatements us\u00e9s. <\/p>\n\n\n\n<p>Il n\u2019existe pas encore de d\u00e9finition pr\u00e9cise des crit\u00e8res. Les marques fran\u00e7aises et europ\u00e9ennes ne devraient toutefois pas entrer dans cette cat\u00e9gorie, tandis que Shein, Temu et AliExpress semblent en faire partie. Le texte de loi a \u00e9t\u00e9 modifi\u00e9 \u00e0 cinq reprises, notamment pour exclure le moins possible d\u2019acteurs nationaux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Interdiction de la publicit\u00e9 et taxe environnementale<\/h2>\n\n\n\n<p>Il est toutefois d\u00e9j\u00e0 \u00e9tabli que ces acteurs ne pourront plus faire de publicit\u00e9 \u00e0 partir du d\u00e9but de l\u2019ann\u00e9e prochaine. Les influenceurs ne seront plus autoris\u00e9s non plus \u00e0 promouvoir ces v\u00eatements, sous peine d\u2019amende.<\/p>\n\n\n\n<p>La France souhaite \u00e9galement faire payer aux plateformes une contribution environnementale financi\u00e8re croissante par produit, li\u00e9e \u00e0 des normes environnementales. De plus, les sites devront afficher des messages incitant les consommateurs \u00e0 r\u00e9parer, \u00e0 r\u00e9utiliser et \u00e0 faire preuve de plus de mod\u00e9ration dans leurs achats.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s deux ans et demi de d\u00e9bats et de mises au point, la loi fran\u00e7aise visant \u00e0 \u00ab r\u00e9duire l&rsquo;impact environnemental de l&rsquo;industrie textile \u00bb a enfin \u00e9t\u00e9 adopt\u00e9e. Initialement connue sous le nom de \u00ab loi anti-fast fashion \u00bb, elle vise d\u00e9sormais explicitement et exclusivement les plateformes d&rsquo;ultra-fast fashion telles que Shein, Temu et AliExpress.<\/p>\n","protected":false},"author":5,"featured_media":150900,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[209,571,1259],"topic":[710],"region":[342],"class_list":{"0":"post-150899","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-alibaba","11":"company-shein","12":"company-temu","13":"topic-legislation","14":"region-france"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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