France’s consumer watchdog has fined British fast-fashion retailer Boohoo €2.3 million ($2.7 million) for misleading pricing practices and inaccurate product descriptions on its website.

The DGCCRF said many of the discounts promoted by Boohoo did not reflect genuine price reductions. Of the promotions examined, 40% were not real discounts, 7% offered smaller reductions than advertised, and 48% actually represented price increases.

The regulator also found that Boohoo used descriptions such as “leather” and “suede” for products made from synthetic materials, breaching French product-labeling requirements.

Boohoo said the violations related to a period between October 2023 and February 2024 under previous management and that the issues have since been resolved. The company said it cooperated fully with the investigation and continues to review its pricing and labeling practices.

The fine comes as France increases scrutiny of the fast-fashion industry, including platforms such as Shein and Temu, amid concerns over misleading promotions, product transparency and environmental impact.