France’s economy minister Roland Lescure has warned that fast fashion retailer Shein could be blocked from the French market if “childlike” sex dolls reappear on its e-commerce platform, intensifying regulatory pressure just days before the company opens its first permanent physical store in Paris.

The products were removed after France’s consumer watchdog referred the matter to prosecutors.

Minister cites legal basis for site blocking and rapid takedown rules

Lescure told BFM TV that France would be within its rights to prohibit access to Shein in the event of repeat violations.

French law allows authorities to order platforms to remove illegal content such as child-pornographic material within 24 hours, with potential blocking and search delisting if companies do not comply.

DGCCRF referral heightens compliance risk for online marketplaces

The Directorate-General for Competition, Consumer Affairs and Fraud Control (DGCCRF) said it identified “childlike” sex dolls on Shein’s site and referred the case to public prosecutors.

The watchdog also criticised the presence of other pornographic items sold without effective age-gating. Shein said the flagged products were removed immediately upon discovery.

For global marketplaces, the referral underscores stricter French enforcement on illegal content and the operational need for rapid product takedown workflows.

Paris store opening proceeds amid scrutiny of fast fashion

The warning lands as Shein prepares to open a more than 1,000-square-metre space inside the BHV Marais department store on Wednesday, 5 November, its first permanent store globally.

The launch has drawn opposition, including an online petition surpassing 100,000 signatures, and comes amid broader criticism over fast fashion’s environmental and labour impacts across Europe.

Retail landlords and brands partnering with marketplace entrants face reputational and regulatory considerations as France weighs tougher measures on fast fashion and online safety.