The European Commission on Monday called on fast-fashion retailer Shein to comply with EU consumer protection laws after an investigation revealed multiple violations.
Authorities across the EU found that Shein used fake discounts, false deadlines for purchases, and misleading claims about product sustainability. The company was also cited for deceptive product labeling and failure to clearly display contact information.
Additionally, some product details were found to be either inaccurate or incomplete. The Commission urged Shein to make the necessary corrections to ensure transparency and protect consumer rights.
“We will not shy away from holding e-commerce platforms to account, regardless of where they are based.”
Shein, founded in China and now headquartered in Singapore, had been given one month to respond to the allegations and propose corrective measures.
Authorities had also requested clarification on the platform’s use of rankings, reviews, and ratings to assess their compliance with EU standards.
If the company failed to address the issues, national regulators might impose fines under their respective laws.
