The Consumer Protection Cooperation (CPC) Network and the European Commission have directed SHEIN to align its practices with EU consumer laws. SHEIN must provide information and remains under investigation.
The action against SHEIN is led by Belgium, France, Ireland, and the Netherlands, coordinated by the European Commission.
Key elements of the CPC action
The investigation covers practices affecting consumers that breach EU laws, such as:
- Fake discounts: showing price cuts not based on actual prior prices.
- Pressure selling: pressuring consumers with false deadlines.
- Missing and misleading information: showing incomplete information about return rights.
- Misleading labels: using labels suggesting special product features.
- False sustainability claims: providing misleading information on sustainability.
- Hidden contact details: consumers find it hard to contact SHEIN.
The CPC has requested further information to assess if SHEIN complies with EU law, like fair product reviews and consumer rights.
This action complements the ongoing Digital Services Act (DSA) inquiry to ensure a safe online environment.
Next Steps
SHEIN has one month to respond and propose solutions. If SHEIN takes no action, national authorities can enforce measures, including fines.
Background
The Commission published a Communication on safe e-commerce on 5 February 2025. Joint enforcement actions are key to addressing e-commerce challenges.
Additionally, the General Product Safety Regulation requires an economic operator in the EU for product safety.
Under the CPC Regulation, national authorities form a network to enforce EU laws. The consumer laws invoked against SHEIN are found in various EU directives.
SHEIN is designated as a Very Large Online Platform (VLOP) and must comply with stringent obligations. The Commission is conducting DSA inquiries into SHEIN regarding illegal content and transparency.
The CPC action does not prejudice ongoing investigations by national authorities. National proceedings against SHEIN have been announced by the Italian Competition Authority. The action also does not affect investigations by the European Commission under the DSA.
The CPC action is supported by statistics from European Consumer Centres on complaints against SHEIN.
For More Information
Consumer Protection Cooperation (CPC) Network