What: BEUC files a complaint with the European Commission against Shein over its use of "dark patterns" in its app and website, including aggressive notifications and manipulative countdown timers.

Why it is important: The complaint highlights the growing tension between digital engagement tactics and consumer protection, as regulators increasingly scrutinise how e-commerce platforms influence purchasing behaviour.

The Pan-European consumers organisation BEUC has launched a significant challenge against Shein's digital practices, filing a complaint with the European Commission regarding the fast-fashion retailer's use of "dark patterns." These manipulative tactics include persistent pop-ups warning of lost promotions, countdown timers creating artificial urgency, and an infinite scroll feature on the app. The investigation revealed concerning practices, such as sending up to 12 notifications in a single day to individual users. The company's gamification strategy, exemplified by the "Puppy Keep" game where users must engage daily to maintain rewards, has been particularly scrutinised. While Shein claims to be working constructively with authorities, the complaint has gained support from 25 member organisations across 21 countries, including major markets like France, Germany, and Spain. This action follows recent EU notifications to Shein about breaches in consumer law and comes amid broader scrutiny of the company's compliance with EU online content rules.

IADS Notes: The BEUC's complaint against Shein represents a culmination of mounting regulatory pressure on fast-fashion platforms. This action aligns with the EU's February 2025 comprehensive regulations requiring e-commerce platforms to assume greater responsibility for their operations. The timing is particularly significant as it follows the EU's landmark decision to make platforms directly liable for their practices, while retailers generally face increasing scrutiny over digital engagement tactics. The focus on manipulative practices comes as the industry grapples with problematic consumer behaviors driven by aggressive digital marketing, particularly relevant as e-commerce platforms face challenges in maintaining sustainable growth.

Shein hit with complaint from EU consumer group over ‘dark patterns’