Consumer protection organizations from 21 countries have filed an official complaint with the European Commission against Chinese online shopping site Shein, accusing it of misleading and abusive practices that negatively affect users. According to the complaint, Shein uses techniques — including fake timers, limited stock alerts, and push-to-buy — to increase consumer pressure.
The European Consumer Organisation (BEUC) has submitted a 29-page dossier to the Commission, highlighting practices that pressure users to make more purchases. At the same time, there is talk of forced registration of users on the Shein website or app.
The Chinese company is also accused of confirm shaming, a technique that makes consumers feel bad if they miss an offer and do not make a purchase.
See also: Shein increases safety checks on its products
The complaint calls for an end to these practices and wants to force Shein to disclose the facts behind phrases such as “few pieces left” and offer expiration timers. BEUC is calling for a ban on these misleading commercial tactics. If the company cannot prove the accuracy of these claims, then it should stop using them on the European market.
Furthermore, BEUC accuses Shein of “unfair commercial practices” that “lead to serious negative consequences for consumers and society at large,” creating wardrobes full of barely used clothes and production methods that may use chemicals harmful to the environment.
The complaint alleges that the Chinese platform reinforces harmful consumer behaviors, exacerbating both social and environmental problems. It promotes overconsumption, pushing users to make unnecessary purchases and burdening the environment with clothes containing toxic chemicals.
See also: Complaints against TikTok, SHEIN, Temu for GDPR violation (also in Greece)
Product safety problems
At the same time, serious concerns are being raised about the safety of the products that Shein sells in the EU. BEUC is talking about the sale of clothing and accessories that may not meet European safety standards.
This formal complaint comes after an investigation by the European Commission and the Consumer Protection Cooperation Network (CPC), which since February 2025 have been examining whether Shein complies with European consumer rights.
Last week, the CPC officially notified the company of a series of violations of EU law. According to the notice, the fast fashion platform is accused of practices such as false discounts, pressure sales and descriptions product that present as “unique characteristics” certain elements that are mandatory under the law.
The authorities called on Shein to immediately comply with European consumer protection, while making it clear that if the company does not respond adequately, it is likely to face sanctions and significant fines.
See also: European Commission accuses TikTok of violating DSA
For its part, Shein expressed disappointment with BEUC's stance, accusing the organization of systematically rejecting any invitation to dialogue. "Consumers would benefit more if we were given the opportunity to present our practices and discuss any issues transparently," the company said.
The new complaint against Shein is particularly serious and reflects a broader concern about how fast fashion platforms operate in the digital age. It is a case that combines issues of consumer protection, transparency, technological manipulation and environmental responsibility.
Source: www.theguardian.com
