Consumer rights advocates have filed a complaint with the European Commission against Shein, accusing it of using manipulative online tactics. The Chinese fast fashion giant is said to pressure shoppers with misleading messages like “Hurry! €0.50 off now!” or “You’ll lose a €200 reward!”
The complaint was lodged by BEUC, an umbrella group of European consumer organisations. It claims Shein uses deceptive design tricks known as “dark patterns” to push people into buying more. These include false urgency alerts, emotional guilt messages, and confusing website layouts.
Examples include fake stock warnings like “only 3 left” and countdown timers to create false time pressure. Shein also forces users to sign up before buying and hides options to exit deals. Positive reviews are promoted while negative ones are seemingly buried.
According to a UK-based design agency, Shein uses more manipulative techniques than any other fast fashion company it studied. In total, eight different dark patterns were found on the site, BEUC reports.
The European Commission and consumer authorities are already investigating Shein for breaking EU rules. The company could also face legal action under the Digital Services Act, which targets how online platforms recommend products and remove illegal items.
Shein responded by criticising BEUC for refusing meetings, saying it is open to dialogue and working to follow EU laws.
Consumer groups hope this case sets a wider example, as the EU prepares tougher rules on digital marketing in the upcoming Digital Fairness Act.
