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Shein Faces EU Complaint Over ‘Dark Patterns’ in Online Sales Tactics

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Pan-European consumer group BEUC has filed a formal complaint with the European Commission against fast-fashion giant Shein, accusing the online retailer of using manipulative design techniques—commonly known as “dark patterns”—to push consumers into buying more on its app and website.

According to BEUC’s report, Shein employs a variety of aggressive tactics, including pop-ups that warn users they may lose discounts if they leave the app, countdown timers that pressure customers to complete purchases quickly, and infinite scrolling that keeps shoppers continuously engaged. BEUC argues that these techniques encourage overconsumption and may violate EU consumer protection laws.

The organization also highlighted the excessive notifications sent by the Shein app, with one example showing a single phone receiving 12 push notifications in one day. BEUC Director General Agustin Reyna stated, “For fast fashion you need to have volume, you need to have mass consumption, and these dark patterns are designed to stimulate mass consumption.”

Reyna added that a satisfactory resolution would require Shein to remove these manipulative features, though he questioned whether the company has sufficient incentive to alter practices that drive sales volume.

Shein Responds, Tensions Remain

In response, Shein said it is cooperating with EU regulators: “We are already working constructively with national consumer authorities and the EU Commission to demonstrate our commitment to complying with EU laws and regulations.” The company also expressed frustration that BEUC had declined its request for a meeting.

Shein’s success in Europe has been fueled by its highly engaging app experience, which incorporates gamification elements. For instance, its “Puppy Keep” game allows users to care for a virtual dog and earn reward points redeemable for free items. These points accumulate through daily log-ins, frequent scrolling, and purchases—further driving customer engagement and sales.

Broader Industry Under Scrutiny

BEUC’s complaint extends beyond Shein, calling on European consumer protection authorities to investigate similar practices across the broader fast-fashion industry. “Dark patterns are widely used by mass-market clothing retailers,” BEUC noted, urging regulators to expand their inquiry.

A total of 25 BEUC member organizations from 21 countries, including France, Germany, and Spain, have joined the complaint filed with the European Commission and the EU consumer protection network.

This latest action follows a separate warning issued by the European Commission last month, which notified Shein that some of its practices breach EU consumer law. The Commission warned that Shein faces potential fines if it fails to address these concerns.

Increasing Regulatory Pressure

In addition to consumer protection concerns, Shein is also under investigation by EU tech regulators for its compliance with online content rules as part of the bloc’s broader push to tighten oversight on major digital platforms.

Shein’s rival Temu, another rapidly growing discount platform, has also been targeted by BEUC for similar dark pattern practices.

Meta Scraps U.S. Fact-Checking Program Ahead of Trump Administration’s Return

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Meta Platforms (META.O) has announced the discontinuation of its fact-checking program in the U.S. and a reduction in its restrictions on controversial topics such as immigration and gender identity. This move, which represents a significant shift in Meta’s approach to political content, comes as the company adjusts to the expected return of President-elect Donald Trump to office.

The decision is seen as a response to conservative criticism, and CEO Mark Zuckerberg has emphasized the importance of returning to the company’s roots in promoting free expression. Meta will instead adopt a “community notes” system, which allows users to contribute to content moderation, similar to the model used by Elon Musk’s X platform. In addition, Meta will scale back its proactive efforts to detect and remove rule-breaking content, focusing its automated systems on high-severity violations like terrorism, child exploitation, and fraud.

Meta’s overhaul of its content moderation approach includes the relocation of teams responsible for writing and reviewing content policies from California to Texas and other U.S. locations. These changes are a result of more than a year of discussions within the company, although the specific details of the relocation remain unclear.

The decision to end the fact-checking program, initiated in 2016, has taken its partner organizations by surprise. Critics argue that the shift may facilitate the spread of disinformation, with some claiming it is politically motivated. Meta’s independent Oversight Board expressed support for the move, while fact-checkers and other journalistic organizations expressed concerns about the impact on credibility.

While these changes are initially limited to the U.S. market, Meta has not yet indicated whether similar adjustments will be made in other regions like the European Union, which has stricter tech regulations under its Digital Services Act.