France’s consumer watchdog has fined British fast-fashion retailer Boohoo €2.3 million for deceptive practices on its website. The DGCCRF said the company exaggerated discounts, giving shoppers a misleading impression of the savings they were receiving.

The regulator found that 40% of promotions reviewed were not genuine price reductions, while 7% offered smaller discounts than advertised. In 48% of cases, the prices were actually higher. Boohoo was also accused of using terms such as “leather” and “suede” for synthetic products, violating French product-labeling rules.

Boohoo said the issues occurred between October 2023 and February 2024 under its previous management and have since been resolved. The company said it cooperated with the regulator and continues to review its pricing and product-labeling practices. Shares in Boohoo parent Debenhams fell 2.4% on Thursday.

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