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Shein faces EU investigation over illegal
products and addictive design features
[February 18, 2026]
By KELVIN CHAN
LONDON (AP)
— European Union regulators are investigating Shein over concerns the
online retailer hasn't done enough to limit the sale of illegal products
or protect users from the platform's allegedly addictive design.
The 27-nation bloc's executive arm said Tuesday that it opened formal
investigation under the bloc's sweeping rulebook known as the Digital
Services Act, which requires the biggest online platforms to take extra
steps to protect internet users from dodgy products. |
Clothes by Chinese company Shein are seen in the BHV (Bazar de l'Hotel
de Ville) department store, Tuesday, Nov. 4, 2025 in Paris. (AP Photo/Aurelien
Morissard, File) |
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Shein may be required to alter its actions, or pay a hefty fine
if a so-called non-compliance decision is reached following an
in-depth investigation, the European Commission said.
One area its investigation is focusing on is whether Shein has
the proper safeguards in place to limit the sale of products
that are illegal in the EU, the commission said, including items
that amount to child sexual abuse material such as "child-like
sex dolls."
The the fast-fashion giant came under fire last year in France,
where authorities found illegal weapons including firearms,
knives and machetes as well as child-like sex dolls for sale on
its website. The French government sought to suspend access to
the Shein site in France. A court blocked that action and asked
the commission to investigate under the bloc’s Digital Services
Act.
The commission says it will also determine whether Shein has
systems to mitigate risks related to what it says is the
platform’s addictive design, which includes giving users points
or rewards “for engagement.”
And regulators are also targeting the transparency of Shein’s
recommendation systems that suggest more products to consumers.
They’re concerned that the company doesn’t clearly explain to
users why they’re being recommended specific products.
Shein said it takes its obligations seriously and will continue
to cooperate with the commission.
The company said it has invested significantly in strengthening
compliance with the DSA. The measures “comprehensive
systemic-risk assessments and mitigation frameworks, enhanced
protections for younger users, and ongoing work to design our
services in ways that promote a safe and trusted user
experience.”
“Protecting minors and reducing the risk of harmful content and
behaviours are central to how we develop and operate our
platform," the company said in a press statement.
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