Chinese retailer Shein faces EU scrutiny for banned items, potentially addictive design

By Asiye Latife Yilmaz

ISTANBUL (AA) - European Union (EU) regulators opened a probe into Chinese fast-fashion company Shein over concerns the retailer may have failed to curb illegal product sales and protect users from platform features that could be addictive, the bloc announced on Tuesday.

The EU said it launched a formal investigation under the bloc’s Digital Services Act, a sweeping online rulebook that requires the largest platforms to take additional steps to shield users from illegal or unsafe products.

One focus of the probe is whether Shein has effective safeguards to prevent the sale of products illegal in the EU, the European Commission said, including items that could be classified as child sexual abuse material, such as “child-like sex dolls.”

It will also examine risks tied to the platform’s “addictive design” features, including reward or points systems that encourage engagement, which the Commission says could negatively affect users’ wellbeing and online consumer protection.

The investigation follows a preliminary review of risk assessment reports submitted by Shein, its responses to formal information requests, and data from third parties.

The fast-fashion company said it takes its obligations under the Digital Services Act seriously and is cooperating fully with the Commission. It said it has invested in risk mitigation measures, stronger safeguards for younger users, and platform design improvements to enhance safety and trust.

“Protecting minors and reducing the risk of harmful content and behaviors are central to how we develop and operate our platform,” the company said in a statement.