Ultra-fast fashion online retailer Shein has been told to resolve the consumer law issues raised by the European Commission (EC) and the network of national consumer authorities, known as the Consumer Protection Cooperation (CPC) Network, or face fines.
This follows a comprehensive European-level investigation into practices that consumers encounter on the Singapore-headquartered retailer’s platform, which violate EU law.
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The alleged infringements identified include presenting false discounts, employing pressure selling tactics, providing missing or incorrect information that is also misleading, using deceptive product labels, making unfounded sustainability claims and concealing contact details.
The CPC Network has mandated that Shein align these practices with EU consumer laws. The current scrutiny includes requests for additional information to be submitted to the CPC Network.
Coordinated by the EC, the action against Shein involves authorities from Belgium, France, Ireland, and the Netherlands.
The CPC Network seeks further details from Shein to evaluate its adherence to additional EU consumer law requirements. These include ensuring that rankings, reviews and ratings are not misleadingly presented to consumers.
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By GlobalDataThe network is also examining whether Shein properly informs consumers about contractual obligations between third-party sellers and Shein where relevant, and clarifies when consumer rights are not applicable in transactions involving third-party sellers who are not traders.
EC tech sovereignty, security and democracy executive vice-president Henna Virkkunen stated: “I welcome this coordinated action with consumer authorities – complementary to the commission’s ongoing request for information sent to Shein under the Digital Services Act.
“In line with the commission’s recent communication on e-commerce, the action demonstrates our resolve to deliver a coordinated and effective enforcement response when e-commerce platforms and e-retailers don’t respect our laws. We come together to keep consumers safe and the e-commerce sector competitive.”
Shein has been given a one-month period to respond to the CPC Network’s findings and to suggest how it plans to resolve the issues related to consumer law.
Should Shein fail to do so, national authorities may enforce measures to ensure compliance, including potential fines based on Shein’s annual turnover within the EU member states involved.
EC democracy, justice, the rule of law and consumer protection commissioner Michael McGrath stated: “EU consumer protection laws are not optional — they must be applied in all cases. It’s now for Shein to step up, respect the rules and bring its practices fully in line with EU consumer standards.”
In April 2025, Shein was designated as a Very Large Online Platform (VLOP) under the Digital Services Act (DSA) regulation in EU law.
