Shein faces a formal investigation by the European Commission for potential breaches of the Digital Services Act (DSA), including addictive design, opaque recommendation systems, and the sale of illegal products, such as material linked to child sexual abuse.
Investigation focus
The Commission’s decision follows preliminary analyses of risk assessment reports submitted by Shein, the company’s responses to official information requests, and evidence provided by third parties. The European Commission issued three prior requests for information to Shein on 28 June 2024, 6 February 2025, and 26 November 2025, seeking clarification on compliance with DSA rules, particularly regarding consumer and minor protection and transparency of recommendation systems.
The investigation, announced Tuesday from the Commission’s Brussels headquarters, will focus on Shein’s mechanisms to prevent the sale of illegal products in the EU, including items that may constitute child sexual abuse material, such as dolls with child-like features.
Addictive design and transparency
The probe will also examine risks associated with the platform’s addictive design, such as awarding points or rewards for user engagement, the measures Shein applies to mitigate these risks, and the transparency of its recommendation systems that promote content and products to users.
Under the DSA, Shein must disclose the key parameters used in its recommendation systems and provide users with at least one easily accessible option not based on profiling. The Commission stressed that addictive design could negatively affect user wellbeing and online consumer protection.
National authority involvement
In Ireland, the Coimisiún na Meán serves as the national DSA coordination authority, overseeing Shein’s compliance as the country of the company’s EU establishment.
Potential outcomes
Following the formal launch, the European Commission may take further actions, including imposing interim measures or issuing a non-compliance decision. The Commission may also accept commitments from Shein to remedy identified breaches. No fixed timeline exists for completing the investigation, as its duration depends on the case’s complexity, the company’s cooperation, and the exercise of defence rights.
Source: CNA
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