Overview

• The European Commission and Consumer Protection Cooperation network found Shein offered false discounts, used pressure-selling deadlines, deployed deceptive product labels, made misleading sustainability claims and obscured customer service contacts.
• Authorities in Belgium, France, Ireland and the Netherlands joined the probe to assess Shein’s compliance on product rankings, reviews, ratings and transparency around third-party sellers.
• Shein must submit commitments by June 26 outlining how it will address the flagged breaches or face enforcement action from national consumer authorities.
• Failure to remedy the issues could lead to fines calculated on Shein’s annual turnover in the affected EU member states.
• The warning forms part of the EU’s broader push to reinforce e-commerce oversight under the Digital Services Act and introduce handling fees on low-value imports.