The Association of Conscious Shoppers sued Shein: they are manipulating customers with dark tricks

By: Trademagazin Date: 2025. 06. 05. 11:56

The Conscious Shoppers Association (TVE) has filed an official complaint with the European Commission against Shein, together with several European consumer protection organizations. The fast fashion giant is accused of influencing consumers’ decision-making through unnoticeable, emotional manipulation – so-called “dark patterns” – and encouraging excessive purchases.

Countdown timers, pop-ups, out-of-stock – deliberate pressure

According to the complaint, Shein uses a number of techniques aimed at urging and psychologically pressuring customers. These include:

Limited-time offers and countdown timers that create a false sense of urgency;

Out-of-stock messages such as “only 3 left”;

Overly positive customer reviews that distort product reviews;

Emotional manipulation, such as pop-up messages that try to lure the visitor back when they leave the page (“You are now eligible for the promotions!”);

Infinite scrolling that maintains the impulse to buy.

Anikó Haraszti, CEO of TVE, emphasized that these methods are not only unethical, but may even be illegal at EU level, as they hinder conscious, informed consumer decision-making, while causing serious environmental, social and economic consequences.

More than one company: the entire industry could be targeted

According to the complainants, Shein is not alone in using these manipulation methods – similar practices permeate the entire fast fashion system. Consumer advocates are therefore asking EU authorities to investigate not only Shein, but all similar retailers, and to establish stricter regulations on the transparency of the online shopping environment.

The initiative follows action by the European Commission and national consumer protection authorities in May, when they called on Shein to stop its deceptive practices. Shein was given one month to respond and change its methods, or face fines.