European consumer groups file complaint against Shein for misleading practices
Belgium’s Testaankoop, along with 24 other consumer organisations across Europe, has filed an official complaint with the European Commission against Chinese fashion retailer Shein. The groups accuse the online giant of using manipulative digital techniques, known as “dark patterns”, to push consumers into making excessive and unintentional purchases.
These tactics include fake scarcity warnings (“Only 3 left!”), countdown timers for flash sales, unverified customer reviews, and pop-ups designed to guilt users into completing purchases. According to Testaankoop, such digital tricks undermine consumer autonomy and promote unnecessary consumption.
The complaint demands that Shein immediately stop its use of manipulative marketing techniques, provide proof of the authenticity of product reviews and scarcity claims, and that regulators launch a broader investigation into similar practices across the fast fashion sector.
Earlier, economic inspection authorities in Belgium, France, Ireland, and the Netherlands, along with the European Commission, have warned Shein over illegal commercial practices, including misleading promotions, false sustainability claims, and pressure-selling. The company has one month to respond; failure to act could result in sanctions or fines of up to 6 per cent of its global turnover.
The European Commission is also investigating whether Shein complies with the Digital Services Act, which targets illegal online content and demands greater accountability from major platforms.
© Richard A. Brooks / AFP