The European Commission has today initiated an investigation into major Chinese digital retailer Shein over what it describes as its addictive design and the sale of illegal products, including “child sexual abuse material”.
According to the Commission, it will investigate the systems Shein has in place to limit the sale of illegal products in the EU, including content “which could constitute child sexual abuse material, such as child-like sex dolls”.
This comes after France late last year took issue with the platform over the sale of sex dolls bearing a child-like appearance.
The Commission also highlighted Shein’s “addictive design”, which involves giving users points or rewards for engagement, which European authorities say could have a “negative impact on users’ wellbeing and consumer protection online”.
The investigation will also consider the transparency of Shein’s recommender systems, which are responsible for what the platform’s users see on the site.
Coimisiún na Meán, which is Ireland’s Digital Services Coordinator under the EU’s Digital Services Act, is set to play a key role in the proceedings as the DSC in the country of establishment of Shein in the EU.
Commenting on the opening of the investigation, European Commission Executive Vice-President for Tech Sovereignty, Security and Democracy Henna Virkkunen said that in the EU, “illegal products are prohibited – whether they are on a store shelf or on an online marketplace”.
“The Digital Services Act keeps shoppers safe, protects their wellbeing and empowers them with information about the algorithms they are interacting with.
“We will assess whether Shein is respecting these rules and their responsibility,” Ms Virkkunen said.
Commenting on X, Coimisiún na Meán said “we are very happy to support the @EU_Commission in the opening of formal proceedings against #Shein”.
“The Commission will assess whether the platform has breached the Digital Services Act (DSA),” it said.