Overview

• On June 5, the European Consumer Organisation and 24 national associations lodged a formal complaint with the European Commission over Shein’s use of dark patterns.
• The filing highlights tactics such as infinite scroll, confirm-shaming, exit-intent pop-ups, countdown timers and nagging messages designed to prompt overconsumption.
• Consumer groups warn these techniques inflict financial losses, circulate unsafe products and hinder Europe’s shift to a circular economy.
• The complaint reinforces an EU investigation opened in February and follows a May 26 warning for false discount claims on Shein’s platform.
• Shein says it is working constructively with EU consumer authorities and the European Commission to demonstrate compliance with EU laws.