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EU Gives Shein One Month to Address Misleading Discounts and Return Rules

Unaddressed flaws in pricing and returns risk sales-based penalties under new consumer rules

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Overview

  • The EU Commission and its consumer protection network accuse Shein of fabricating discounts, imposing false purchase deadlines and underinforming customers on return rights.
  • Brussels has set a 30-day deadline for the fast-fashion retailer to propose corrective measures or face fines tied to its EU turnover.
  • Shein has pledged to work constructively with EU authorities to resolve all identified compliance gaps.
  • The formal charges build on a probe launched in November and form part of a broader tightening of oversight on Asian e-commerce platforms, including Temu.
  • Separately, the EU is considering a flat levy of up to €2 on non-EU parcels to cover mounting monitoring and enforcement costs.