a month to present changes to their “false discounts” or risk fines

The relief that Shein has achieved in the United States thanks to the Temporary Tariff reduction Contrast with the new front that opens in Europe. The European Commission and the Cooperation Network for Consumer Protection (CPC), which brings together the national authorities of the Member States, They have notified to the electronic commerce platform that several of its practices vulnea community legislation. Now he has a month to respond and avoid possible coercive measures.

According to the official statement of the commissionThe notification is the result of an investigation coordinated by the authorities of Belgium, France, Ireland and the Netherlands. The CPC network It accuses Shein of applying tactics that directly affect consumer rights within the single market.

What practices Brussels questions

The file open to Shein lists a series of infractions related to the way in which its platform operates and communicates commercial information to consumers:

False discounts: Price reductions that are not based on real prices are shown.

Pressure tactics to buy: Use of techniques to push the user to finish the purchase.

Lack of information or deceptive data: On the legal rights of return and reimbursement, or the way in which they are managed.

Deceptive labels: products that appear to have special characteristics when in reality these are minimal legal requirements.

Doubtive sustainability promises: Incomplete or false information about the environmental benefits of certain products.

Contact difficulties: absence of clear and accessible channels to raise doubts or claims.

Brussels is not limited to an informal warning. The notification requires concrete commitments. If in the next 30 days Shein does not respond properly, the national authorities may apply sanctions. Among them, the possibility of imposing fines proportional to its volume of business in each affected country is contemplated.

This procedure adds to the ongoing investigation that the Commission itself maintains under the Digital Services Law (DSA). Shein was designated in April 2024 as a “Very large online platform”(Vlop, Vary Large Online Platform), which forces it to meet the strictest requirements in systemic risks, illegal content control and algorithmic transparency.

The pressure not only comes from Brussels. Italy’s competence authority has started a procedurealso focused on the company’s commercial practices. In parallel, the Commission has made it clear that these actions do not interfere or limit other possible measures under product safety or data protection.

In response to notification, a Shein spokesman declared the Wall Street Journal that The company is actively cooperating with the authorities. “Our priority remains to ensure that European consumers can enjoy an online purchase experience safe, reliable and pleasant”, Said. Shein, as we say, now has 30 days to present his commitments.

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