Fast fashion adverts could soon be banned in France under a new proposal to crack down on the polluting industry.

The bill, tabled by MP Anne-Cécile Violland, also seeks to impose penalties on low-cost clothing to cover its environmental impact.

It will be debated by the Sustainable Development committee on 14 March, after which it could pass to the Senate.

“Ultra fast fashion is an ecological disaster: clothes are poorly made, widely purchased, rarely worn and quickly thrown away,” Minister of Ecological Transition Christophe Béchu wrote on X on Tuesday following a debate held with industry stakeholders.

He backs the proposed ban on advertising for fast fashion products, including via social media influencers, and the establishment of ecological penalties on clothing.

Béchu also voiced support for strengthened consumer information from fast fashion brands on the environmental impact of their clothing, and said they should encourage consumers to reuse items.