Today, the European Commission has opened formal proceedings against Shein, under the Digital Services Act, for its addictive design, the lack of transparency of recommender systems, as well as the sale of illegal products, including child sexual abuse material.
More specifically, the investigation will focus on the following areas:
- The systems Shein has in place to limit the sale of illegal products in the European Union, including content which could constitute child sexual abuse material, such as child-like sex dolls.
- The risks linked to the addictive design of the service, including giving consumers points or rewards for engagement, as well as the systems Shein has in place to mitigate such risks. Addictive features could have a negative impact on users wellbeing and consumer protection online.
- The transparency of the recommender systems that Shein uses to propose content and products to users. Under the DSA, Shein must disclose the main parameters used in its recommender systems and it must provide users with at least one easily accessible option that is not based on profiling for each recommender system.
The Commission will now carry out an in-depth investigation as a matter of priority. The opening of formal proceedings does not prejudge the outcome.
Coimisiún na Meán, the Digital Services Coordinator for Ireland, will also be associated to the Commission investigation as the national Digital Services Coordinator in the country of establishment of Shein in the EU.
Next steps
After the formal opening of proceedings, the Commission will continue to gather evidence, for example by sending additional requests for information to Shein or third parties or conducting monitoring actions or interviews.
The opening of formal proceedings empowers the Commission to take further enforcement steps, including interim measures or the adoption of a non-compliance decision. The Commission is also empowered to accept commitments made by Shein to remedy matters subject to the proceeding.
The DSA does not set any legal deadline for bringing formal proceedings to an end. The duration of an in-depth investigation depends on several factors, including the complexity of the case, the extent to which the company concerned cooperates with the Commission and the exercise of the rights of defense. Moreover, the opening of formal proceedings does not prejudge its outcome or any other proceedings that the Commission may decide to initiate under other articles of the DSA.
Background
Todays decision follows preliminary analyses of the risk assessment reports provided by Shein, the replies to the Commissions formal requests for information, as well as information shared by third parties.
The Commission sent three requests for information to Shein on 28 June 2024, 6 February 2025 and 26 November 2025 seeking more information on the companys compliance with the DSA, in particular in relation to consumers and minors protection, and on the transparency of its recommender systems.
The formal proceedings under the DSA are without prejudice and complementary to the ongoing coordinated action regarding Sheins compliance with its obligations under consumer law, led by the Consumer Protection Cooperation (CPC) Network of national consumer protection authorities and enforcement actions at national level. Similarly, the formal proceedings under the DSA are without prejudice to actions and measures of market surveillance authorities concerning the enforcement of the General Product Safety Regulation (GPSR), including the follow-up to the first product safety sweep focusing on childcare articles carried out in 2025.