By Cecilia Odey
The European Commission on Monday called on online retailer Shein to comply with European Union (EU) consumer protection laws, following an investigation by national authorities that revealed multiple violations.
The alleged breaches include fake discounts, false deadlines intended to pressure consumers into purchasing, missing or incorrect product information, deceptive labels, misleading sustainability claims, and hidden contact details.
“All companies reaching out to EU consumers must play by our rules,” said Michael McGrath, EU Commissioner for Consumer Protection.
“Today’s action sends a clear message: we will not shy away from holding e-commerce platforms to account, regardless of where they are based.”
Shein, originally founded in China and now headquartered in Singapore, has been under scrutiny as its global expansion brings it deeper into the European market.
“EU consumer protection laws are not optional, they must be applied in all cases,” McGrath added.
Investigators have also requested additional information from Shein to assess whether its use of product rankings, reviews, and ratings complies with EU regulations.
The retailer has one month to respond to the allegations and present a plan for corrective action. If the breaches are not adequately addressed, national authorities may impose fines in accordance with local laws.
Follow us on all social media platforms @dailyquery for news and analyses around the globe.
