The European Union has launched a joint investigation into Shein – serious consumer protection concerns have been raised

By: Trademagazin Date: 2025. 05. 27. 11:30

The European Commission and EU consumer protection authorities have jointly launched a procedure against the Chinese online store Shein, the European Commission announced at the end of May. The aim of the investigation is to determine whether one of the world’s largest online fashion stores complies with EU consumer protection rules. The authorities have identified several practices that are incompatible with EU law, including fake discounts, pressure techniques and misleading information.

Not only cheap, but also problematic

Shein is primarily known for its ultra-cheap clothes, but according to an investigation by the Consumer Protection Cooperation Network (CPC), this popularity poses serious risks for customers. The investigation is led by the authorities of Belgium, France, Ireland and the Netherlands, coordinated by the European Commission.

According to the statement, the platform violates EU consumer protection rules on several points: such as the use of fake discounts, when a product is advertised as a “sale” at a price that was never originally applied. They also found that the use of pushy techniques – such as countdown timers or “only 2 left” messages – to encourage consumers to make impulse purchases was problematic.

Transparency and communication gaps

The investigation also found that Shein does not provide sufficient and clear information to customers about their return and refund options, and does not handle them properly. Product labeling is often misleading, sustainability claims are questionable, and customer service is difficult to reach.

Further questions were raised about how the platform displays product reviews and rankings. The CPC specifically asked Shein to provide a clear picture of the algorithms and mechanisms used to classify products and display customer feedback.