The European Commission has opened formal proceedings against Shein under the Digital Services Act (DSA), citing concerns over addictive platform design, recommender system transparency and the sale of illegal products, including items that could constitute child sexual abuse material.
The probe will assess whether Shein has adequate safeguards to prevent illegal goods from being sold in the EU, including child-like sex dolls. It will also examine engagement-based reward features that may foster addictive behaviour and harm users’ wellbeing. Additionally, the Commission will scrutinise whether Shein complies with DSA transparency rules requiring disclosure of key recommender system parameters and the provision of at least one non-profiling-based recommendation option.
An in-depth investigation will now proceed, without prejudging the outcome. Ireland’s digital regulator, Coimisiún na Meán, will assist as national coordinator. The Commission may request further information, conduct interviews, impose interim measures, or accept commitments. The action complements separate consumer protection and product safety enforcement efforts at EU and national level.
