France fines Boohoo €2.33m over misleading discounts

France’s consumer watchdog has imposed a €2.33m fine on UK online fashion retailer Boohoo following an investigation into misleading commercial practices on the French version of its website. The fine was imposed by the Directorate General for Competition Policy, Consumer Affairs and Fraud Control’s (DGCCRF) National Investigation Service (SNE), which examined prices across several hundred products sold via Boohoo‘s French site.

The investigation found that Boohoo UK, a subsidiary of the Boohoo group, had misled consumers regarding the genuine nature of its price reductions. This included failing to account for previously applied promotions and, in some instances, increasing prices before applying a discount.

Misleading Discounts

Of the offers examined, 40% showed no price reduction at all, 7% offered a smaller reduction than advertised, and 48% were in fact price increases, meaning 95% of the offers reviewed were non-compliant. The investigation also identified non-compliance in product labelling, including the prohibited use of certain terms to describe synthetic products.

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The DGCCRF proposed a fine for misleading commercial practices and product labelling non-compliance at the end of a criminal settlement procedure, with the agreement of the Paris Public Prosecutor. The agency stated it is dedicated to ensuring the truthfulness of price reductions that may encourage purchases.

Product Labelling Non-Compliance

The investigation found that Boohoo had failed to properly disclose the composition of textile items and footwear, including incomplete information on the upper, lining, and sole. The company had also used prohibited terms such as “leather”, “imitation leather”, “faux leather”, and “suede” to describe synthetic products.

Last year, Boohoo renamed itself Debenhams Group after acquiring the name and website operations of the department store retailer for £55m. In June, Debenhams Group reported a narrowed statutory loss after tax of £108.3m for fiscal 2026, down from £326.4m the previous year.

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It’s likely that the fine will have some impact on Boohoo‘s operations in France, and the group may need to review its pricing and labelling practices to ensure compliance with French consumer law. The regulator’s action may also serve as a warning to other online retailers operating in France to ensure they are complying with consumer protection regulations.

Consumer Protection

The DGCCRF’s investigation and fine imposed on Boohoo demonstrate the regulator’s commitment to protecting consumers’ economic interests. Agency efforts to ensure the truthfulness of price reductions and compliance with product labelling regulations are essential to maintaining consumer trust in online retailers.

The case highlights the importance of transparency and accuracy in pricing and product information, and the need for online retailers to comply with consumer protection regulations. As the e-commerce market continues to grow, regulators like the DGCCRF will play a key role in ensuring that consumers are protected from misleading commercial practices.