Brussels: The European Commission announced on Tuesday the launch of a formal investigation into Shein, citing concerns over the platform's "addictive design" and allegations of selling illegal products, including child-like dolls.
According to Kuwait News Agency, the Commission stated that the probe will examine Shein's systems designed to prevent the sale of illegal goods within the EU, focusing on content that could potentially fall under child exploitation. This highlights the EU's ongoing commitment to ensuring digital platforms adhere to existing laws and protect consumers, particularly minors.
The investigation will also assess the risks associated with addictive design features, such as the use of points and rewards to enhance user engagement, and evaluate the effectiveness of current measures aimed at mitigating potential harm to users and consumers. This aspect of the probe underscores the growing concern over how digital platforms influence user behavior through design.
Additionally, the investigation will address the transparency of Shein's recommendation systems. Under the EU's digital services law, platforms are required to disclose key criteria and offer at least one non-profiling option to users. This requirement is part of a broader effort to enhance user understanding and control over the algorithms that influence their online experiences.
The Commission had previously sent information requests to Shein in June 2024, February 2025, and November 2025, concerning compliance with digital services rules, with a particular focus on consumer and minor protection as well as recommendation system transparency. This ongoing dialogue signifies the EU's proactive stance in ensuring compliance and safeguarding the interests of its citizens in the digital marketplace.