European Consumer Organizations File Complaint Against Shein Over Deceptive Practices
The complaint highlights concerns regarding the use of 'dark patterns' in online retail to encourage excessive consumer spending.
European consumer organizations are raising alarms regarding the online fashion retailer Shein, as the European Consumer Organisation (BEUC) and 25 other member organizations, including Spanish consumer associations Asufin, CECU, and OCU, have filed a formal complaint with the European Commission and European consumer protection authorities.
The complaint alleges that Shein employs misleading techniques designed to promote excessive consumption, classified as 'dark patterns' in online commerce, leading to heightened environmental and social issues associated with the fast fashion industry.
The filing adds to an existing investigation initiated by the European Commission in February 2025, seeking to gather more evidence regarding Shein's use of these dark patterns.
On May 26, 2025, the Commission publicly accused Shein of defrauding its customers through deceptive discount advertisements, among other irregularities, providing a one-month deadline for the retailer to present commitments aimed at addressing these issues before national authorities consider potential sanctions.
Despite this ongoing investigation, European consumer organizations contend that adequate attention has not been accorded to analyzing the dark patterns employed by Shein and their implications for consumers and society as a whole.
Recent studies conducted by these organizations have reportedly illustrated how such illegal practices lead to unintended expenses and economic losses for consumers while also increasing the circulation of unsafe clothing in Europe and promoting overconsumption, which obstructs the transition towards a circular economy.
The complaint calls on the Commission and European consumer protection authorities to mandate that Shein cease its use of deceptive techniques, including 'confirm-shaming', which induces guilt in consumers for not accepting specific purchasing options; 'infinite scroll', which continuously loads more items without a clear endpoint; and 'nagging', characterized by persistent notifications or prompts compelling consumers to take action.
Consumer organizations maintain that these dark pattern techniques represent unfair commercial practices as defined by European legislation.
In response, Shein stated that it has attempted to meet with BEUC on several occasions to address any concerns and clarify its operations, but the organization has allegedly declined all these meeting requests.
Shein asserts it is cooperating constructively with national consumer protection authorities and the European Commission to demonstrate compliance with EU laws and regulations.
The company expressed disappointment over BEUC’s unwillingness to engage in dialogue, particularly in light of Shein’s increasing popularity among European consumers, who reportedly value the platform's affordability, variety, and accessibility amid rising cost-of-living pressures.
The organizations demand that Brussels compel Shein to furnish evidence supporting its claims of limited stock availability and the authenticity of customer reviews presented repeatedly to consumers.
They emphasize that unless Shein takes corrective measures, authorities should intervene to prevent significant harm to consumers until it complies with EU consumer protection laws.
According to consumer organizations, the issue of dark patterns in fast fashion is pervasive throughout the sector, prompting calls for investigations into other retailers employing similar unfair practices.
The complaint alleges that Shein employs misleading techniques designed to promote excessive consumption, classified as 'dark patterns' in online commerce, leading to heightened environmental and social issues associated with the fast fashion industry.
The filing adds to an existing investigation initiated by the European Commission in February 2025, seeking to gather more evidence regarding Shein's use of these dark patterns.
On May 26, 2025, the Commission publicly accused Shein of defrauding its customers through deceptive discount advertisements, among other irregularities, providing a one-month deadline for the retailer to present commitments aimed at addressing these issues before national authorities consider potential sanctions.
Despite this ongoing investigation, European consumer organizations contend that adequate attention has not been accorded to analyzing the dark patterns employed by Shein and their implications for consumers and society as a whole.
Recent studies conducted by these organizations have reportedly illustrated how such illegal practices lead to unintended expenses and economic losses for consumers while also increasing the circulation of unsafe clothing in Europe and promoting overconsumption, which obstructs the transition towards a circular economy.
The complaint calls on the Commission and European consumer protection authorities to mandate that Shein cease its use of deceptive techniques, including 'confirm-shaming', which induces guilt in consumers for not accepting specific purchasing options; 'infinite scroll', which continuously loads more items without a clear endpoint; and 'nagging', characterized by persistent notifications or prompts compelling consumers to take action.
Consumer organizations maintain that these dark pattern techniques represent unfair commercial practices as defined by European legislation.
In response, Shein stated that it has attempted to meet with BEUC on several occasions to address any concerns and clarify its operations, but the organization has allegedly declined all these meeting requests.
Shein asserts it is cooperating constructively with national consumer protection authorities and the European Commission to demonstrate compliance with EU laws and regulations.
The company expressed disappointment over BEUC’s unwillingness to engage in dialogue, particularly in light of Shein’s increasing popularity among European consumers, who reportedly value the platform's affordability, variety, and accessibility amid rising cost-of-living pressures.
The organizations demand that Brussels compel Shein to furnish evidence supporting its claims of limited stock availability and the authenticity of customer reviews presented repeatedly to consumers.
They emphasize that unless Shein takes corrective measures, authorities should intervene to prevent significant harm to consumers until it complies with EU consumer protection laws.
According to consumer organizations, the issue of dark patterns in fast fashion is pervasive throughout the sector, prompting calls for investigations into other retailers employing similar unfair practices.
Translation:
Translated by AI
AI Disclaimer: An advanced artificial intelligence (AI) system generated the content of this page on its own. This innovative technology conducts extensive research from a variety of reliable sources, performs rigorous fact-checking and verification, cleans up and balances biased or manipulated content, and presents a minimal factual summary that is just enough yet essential for you to function as an informed and educated citizen. Please keep in mind, however, that this system is an evolving technology, and as a result, the article may contain accidental inaccuracies or errors. We urge you to help us improve our site by reporting any inaccuracies you find using the "Contact Us" link at the bottom of this page. Your helpful feedback helps us improve our system and deliver more precise content. When you find an article of interest here, please look for the full and extensive coverage of this topic in traditional news sources, as they are written by professional journalists that we try to support, not replace. We appreciate your understanding and assistance.
