In the world of fashion, where image, branding and communication go hand in hand, advertising cannot be treated as just a marketing strategy; it is also a serious legal issue. Brazilian legislation, especially the Consumer Protection Code (CDC), is quite clear when it comes to misleading and abusive advertising, providing for sanctions for those who mislead consumers, even if unintentionally.

On May 5, 2025, the National Institute of Metrology, Quality and Technology (INMETRO) opened Public Consultation No. 12/2025, with the aim of establishing new technical regulations for footwear labeling in Brazil. The proposal requires a national standard for information on the labels of footwear sold in the country, whether locally produced or imported. The measure covers both physical and online sales.

This week, the French Senate unanimously approved a bill that could redefine the direction of the fashion industry in Europe. The proposal, which is now in its final stages of processing, aims to curb the rise of so-called fast fashion, with a special focus on the practices of Asian giant Shein, known for its high turnover of low-cost products.

In the fashion industry, it is common for brands to prioritize design, branding and visual communication at the beginning of their journey. However, many end up neglecting an essential pillar for the healthy growth of the business: specialized legal support.