EU Accuses Shein of Breaching Consumer Law Over Fake Discounts

The European Union has formally accused Chinese fast-fashion retailer SHEIN of violating consumer protection laws through deceptive marketing practices, including fake discounts, pressure-selling tactics, misleading sustainability claims, and obscured customer rights. Investigations led by consumer protection authorities from Belgium, France, Ireland, and the Netherlands revealed that SHEIN used fabricated price reductions, false urgency prompts, and incomplete refund information, which potentially mislead and pressure consumers. Regulators have also raised concerns about the accuracy of product labeling, the authenticity of customer reviews, and the accessibility of customer support. SHEIN has been given one month to respond to the allegations and propose measures to address these issues or face fines based on its annual turnover within the EU. The European Commission emphasized that all online retailers must adhere to EU consumer standards, with Commissioner Michael McGrath urging SHEIN to comply fully. SHEIN responded by affirming its commitment to providing a safe and reliable shopping experience for European consumers and stated it is cooperating with authorities to resolve the concerns.