Overview

• BEUC submitted a 29-page dossier on June 5 accusing Shein of deploying deceptive techniques to shame customers into excess purchases.
• The report details dark patterns such as low-stock alerts, pressure pop-ups, infinite scrolling and frequent notifications designed to boost sales.
• BEUC director Agustin Reyna warned that these aggressive commercial practices are engineered to drive mass consumption and strain household budgets.
• In late May the European Commission and the Consumer Protection Cooperation Network notified Shein of breaches involving fake discounts, pressure selling and misleading product labels.
• Shein says it is working constructively with EU and national regulators to address the concerns and achieve full compliance with consumer rules.