Fast fashion retailer Boohoo, part of the rebranded Debenhams Group, has been fined 2.3 million euros (£2 million) by France's consumer watchdog for misleading pricing practices. The Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF) found that the Manchester-based company gave shoppers a false impression of the discounts offered on its French website.
Pricing violations uncovered by French regulator
According to the DGCCRF, Boohoo failed to account for previously applied promotions and, in some instances, hiked prices before applying a discount. The watchdog examined listings and found that 95% of them violated French regulations. Specifically, 40% of listings offered no price reduction whatsoever, 7% offered a smaller discount than advertised, and 48% actually inflated prices before applying a discount.
Additionally, Boohoo used prohibited terminology such as 'leather' or 'suede' to describe synthetic products, breaching French rules governing clothing and footwear labelling.
Company response and context
A Boohoo spokesperson said: 'These historic issues relate to a period from October 2023 to February 2024, when the business was under previous management, and are now resolved. We have co-operated fully with the regulator, and continue to review how we price and label our products.'
The fine comes amid a broader crackdown in France targeting fast fashion companies. In July last year, Chinese online giant Shein was fined 40 million euros (£34.3 million) by France's competition watchdog for misleading discounts.
