The European Union has launched a formal investigation into online retailer Shein over concerns related to illegal products and the platform’s potentially addictive design.
The probe falls under the Digital Services Act, which requires major online platforms to take stronger action against harmful or unlawful content. Authorities will examine whether Shein has put adequate systems in place to prevent the sale of illegal goods and protect users, particularly younger audiences.
The investigation will also focus on how Shein’s design features may influence user behaviour. Engagement tools such as reward points and recommendation algorithms are under scrutiny for their potential impact on wellbeing.
Shein has stated that it is cooperating with regulators and has implemented additional safeguards, including stronger age-verification measures and improved detection tools.
The move reflects growing European efforts to ensure digital platforms meet stricter safety and transparency standards.
