CHINESE-FOUNDED Shein and similar Asian retailers are facing a penalty of up to EUR10 (US$11) for each item they sell in France by 2030 and a limit on advertising in the country, reports Nikkei Asia.

This comes after lawmakers agreed on a so-called fast-fashion bill against the Singapore-based but China-founded retailer first aims to exact a EUR5 tax on each item at first, but doubling by the end of the decade.

The widely supported bill also proposes to ban advertising by "ephemeral" fashion companies.

Fast-fashion retailers use low-cost materials to make stylish clothes, shoes and accessories, selling them cheaply with the aim of making money through volume.

Before France's vote, the European Parliament adopted a proposal that will require producers that sell textiles in the bloc to cover the costs for collecting, sorting and recycling them in a move toward a more eco-friendly textile industry.