The European umbrella organization of consumers: Inner organizations The European Consumer Organization (BeUC), together with 25 European consumers: Inner organizations from 21 countries submitted a joint complaint against the Chinese fashion giant Shein.
In the complaint directed to the European supervisory authorities, it is claimed that the company is misleading consumers: on the inside by manipulative design decisions on its website and in his app and tempted to excess consumption, Beuc said on Thursday. The Chamber of Labor in Austria, Fédération Romantde of the Consommate in Switzerland and Consumer Center Federal Association in Germany, also participate in the complaint.
According to the organizations, Shein uses so -called ‘Dark Patterns’. These are techniques that unconsciously influence consumers. Examples of this are fake discounts; Countdown timer; misleading information about low stocks and endless scroll options. Emotions and group compulsion are also used, for example by fake ratings or reports that a product is almost sold out.
“The use of Dark Patterns by Shein is a well-documented reality that has been emerging for several years according to the research of the BeUC members. They cause consumers to issue more and more money for fast-fashion products that are harmful to themselves, the environment and the people who produce them,” said Agustín Reyna, BeuC Director General. “This ultra-fast fashion model is fueled by manipulative practices, the consumers: Inside to buy new products. Shein is designed to make it addicted to: It is powered by high-performance algorithms to maximize the customer: internal bond and the excessive expenses. to initiate industry -wide examination. “
The complaint follows the previous investigations by European supervisory authorities. These brought several violations of consumers in early 2025: Interior protection laws in Shein to light. Beic submitted the complaint to the European Commission and the Network of Consumer Protection Authorities (CPC).
According to the consumer organizations, Shein is not an isolated case. Other fast-fashion platforms should also apply similar misleading strategies. Therefore, they are calling for a more comprehensive investigation in the industry.
The complaint underlines the growing concern about online sales practices in the fast fashion industry. It increases the pressure on the supervisory authorities to act against digital manipulation.
This article was used with digital tools translated.
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