Online fast fashion retailer Shein is facing a complaint lodged by the European Consumer Organisation (BEUC) and its 25 member groups from 21 countries.

The complaint, submitted to the European Commission (EC) and consumer protection authorities across Europe, accuses Shein of employing manipulative tactics known as "dark patterns". 

These strategies allegedly coerce customers into making unintended purchases, exacerbating both the environmental harm and societal issues inherent in the fast fashion sector.

The accusation is grounded in recent research conducted by BEUC's members throughout Europe, which highlights how such illicit practices not only lead to involuntary consumer expenditure but also perpetuate the distribution of potentially hazardous clothing items within Europe.

The tactics undermine consumer efforts to support a more sustainable and environmentally conscious economy.

In February 2025, the EC initiated its own investigation into Shein's adherence to EU consumer law. By May, it had called on Shein to align with EU consumer regulations and cease employing the "dark patterns".

The complaint urges the EC and consumer protection authorities to demand that Shein cease using deceptive methods such as "confirm-shaming" [pressuring users into confirming a choice by making the "no" option seem negative or unpleasant]. emotional manipulation, infinite scrolling and "nagging," all of which are deemed unfair commercial practices under the EU's Unfair Commercial Practices Directive.

It also urged the company to present proof that customer testimonials and "low stock" alerts are authentic. If it is unable to do so, Shein should be instructed to stop these practices.

If Shein fails to take corrective measures, the authorities are called upon to intervene to protect consumers from serious harm until Shein complies with EU consumer law.

The complaint also addresses the broader issue of "dark patterns" in the fast fashion industry, urging authorities to investigate other retailers engaging in similar unfair practices.

BEUC director general Agustín Reyna stated: “Shein’s use of 'dark patterns' is a well-documented reality, which has been going on for several years now as BEUC members’ research reveals. They make consumers spend ever more money on fast fashion products, that are harmful to themselves, the environment and the people that produce them.

“This ultra-fast fashion model is fuelled by manipulative practices that pressure consumers into buying ever more. Shein is designed to be addictive: it is driven by powerful algorithms to maximise consumer engagement and over-spending. We expect a strong and swift response from authorities to put an end to Shein’s manipulative practices and to begin an industry-wide investigation”.

In May 2025, Shein received validation of its net zero greenhouse gas emissions targets from the Science Based Targets initiative (SBTi).