The Austrian Trade Association (HV) is celebrating a success in the fight for fair competitive conditions in online trading: After a complaint against the Far East platform Temu, the Federal Competition Authority (BWB) confirmed the trade association’s allegations. Temu then stopped three unfair business practices and implemented measures to prevent future violations.
In August 2024, the trade association filed a comprehensive complaint against Temu under the Unfair Competition Act. Specifically, manipulative business practices were criticized because Temu suggested special offers for a limited time; simulated shortages of goods due to supposedly limited quantities that were actually available in large numbers and misleading product representations because advertising images and descriptions did not correspond to reality. In all three cases the allegations were confirmed.
The accusation of selling products with missing or fake CE markings is the subject of an investigation by the EU Commission.
Remedies from Temu
Following pressure from the BWB, Temu introduced new mechanisms, including a task force to review the best-selling items on the Austrian website, as well as a new detection and remediation system to prevent misleading product information.
The case of the Austrian fashion retailer Fussl also shows that the intervention is having an effect. Temu had used the trademark without permission. After submitting the evidence to the trade association and contacting the BWB, the unlawful use was stopped immediately.
Complaints are increasing
In 2025, the Federal Competition Authority received a total of 229 UWG complaints against aggressive or misleading business practices, which corresponds to an increase of almost 100 percent compared to the previous year. The BWB and the trade association warn of the consequences of unregulated online trading: “The seemingly cheap purchase on Far East platforms comes at a high price: purchasing power flows abroad, local jobs come under pressure and tax revenue is lost,” explains trade association managing director and complainant Rainer Will.
The current situation also shows a need for action at the EU level: proceedings against Temu and Shein are underway, among other things, within the framework of the Digital Services Act (DSA). A look at neighboring Poland also shows an effect: Temu received a fine of 5.9 million Polish zloty (around 1.4 million euros) there for inadmissible price information.
The German Textile Shoes Leather Goods Trade Association (BTE) has just called on the federal government and the EU to take decisive action against Asian online platforms such as Temu and Shein.
This post was updated on March 13, 2026 at 2:10 p.m. regarding the currency of the fine.