Overview

• BEUC submitted a 29-page dossier on June 5 accusing Shein of using fake countdowns, low-stock alerts and pop-ups to pressure shoppers into purchases
• The complaint, backed by 25 consumer groups across 21 countries, argues these tactics promote overconsumption, wardrobe waste and environmental damage
• BEUC wants the European Commission to force Shein to disclose the data underpinning its marketing claims and halt high-pressure selling methods
• In May the Commission warned Shein that breaching EU consumer law could trigger fines if the company failed to address deceptive practices
• Shein says it is working constructively with national regulators and the EU to align its platform with consumer and online content rules