China

EU Consumer Group Files Complaint Against SHEIN Over Alleged Dark Patterns

Published JUN 5 2025

Story

Above: Close-up of the label of a pair of size M men s pants from the SHEIN brand manufactured in China in Valence, France, on June 3, 2025. Image credit: Nicolas Guyonnet/Hans Lucas/AFP via Getty Images

The Facts

The European Consumer Organisation (BEUC) filed a formal complaint with the European Commission (EC) on Thursday against Chinese fast-fashion retailer SHEIN, alleging the company uses deceptive "dark patterns" to manipulate consumers into excessive purchasing.
BEUC
BEUC's 29-page report alleges manipulative techniques, including pop-ups urging customers not to leave the app or risk losing promotions, countdown timers creating artificial time pressure, infinite scroll features, and messages that make consumers feel guilty for not purchasing.
EuroNews
BEUC
The complaint also notes SHEIN's gamification strategies, including winning free items by scrolling through the app, ordering products, and logging in daily. BEUC argues this constitutes aggressive commercial practices under EU consumer protection law.
Retail Systems
Reuters
BEUC also argues these practices fuel overconsumption of environmentally harmful products, with SHEIN delivering 315,000 collections in 2022 compared to 6,850 for Zara and 4,400 for H&M. The report claims that 40% of clothes owned by Danish consumers aged 25-50 are not being used.
BEUC
BEUC
The EC has already launched its own investigations into SHEIN's compliance with EU consumer laws and its algorithm recommendation systems under the Digital Services Act (DSA). In May, it warned the company about breaching consumer protection regulations through fake discounts and pressure selling.
Shaping Europe’s digital future
European Commission
SHEIN has defended its practices, saying it's "working constructively... to demonstrate our commitment to complying with EU laws and regulations." The company criticized BEUC for allegedly refusing multiple meeting requests over several years, calling this "extremely disappointing."
guardian
Reuters

Sources Split

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CENTER

RIGHT

ESTAB
CRIT

CENTER

PRO
ESTAB

The Spin

Narrative A

SHEIN's working patterns are predatory business practices that exploit consumers' psychological vulnerabilities to drive excessive spending on low-quality products, creating wardrobes full of barely-worn clothes while exposing them to harmful chemicals and fueling environmental destruction. The company must be held responsible for its deliberately harmful decision-making.

BEUC

Narrative B

SHEIN operates a legitimate business model. The company has repeatedly attempted to engage constructively with consumer groups and regulators to address any concerns, but advocacy organizations like BEUC have refused dialogue while making unfounded accusations. These complaints ignore consumer choice and the genuine popularity of SHEIN's services across Europe.

Retail Systems