The Shein digital retail giant was formally accused by consumer protection organizations from 21 European countries to employ unfair and manipulative business practices to stimulate excessive purchases.
The complaint, presented to the European Commission by the European Consumer Organization (Beuc), details abusive psychological tactics that, according to the group, violate the consumer protection laws of the European Union.
Among the main points are the use of fake regressive counters, messages indicating alleged “low inventory” and pressures to complete the purchase quickly. The platform would also require registration to access products and offers, which, according to Beuc, constitutes an unjustified restriction on access to essential information.
“Confirm shaming”
One of the focus of the complaint is “Confirm Shaming”, a marketing technique that makes the consumer feel guilty of refusing an offer. This occurs through phrases like “No, I prefer to pay more later” or “I don’t want to enjoy this discount”, which suggests that the user’s decision is irrational.
For Beuc, this type of approach not only financially harms consumers, but also reinforces excessive and disposable consumption habits, causing direct environmental impact.
The 29 -page dossier asks Shein to prove the truth of promotional statements such as “last available piece” or “limited time offer”. If the data that supports these messages are not transparent, organizations ask the European Commission to prohibit this type of practice throughout the European Union.
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The complaint also raises concerns about the safety of products sold, with indications that some pieces may not comply with European quality and safety standards, especially with regard to tissues and accessories.
Reaction
Shein countered the complaint stating that Beuc refused to dialogue before the action and ensured that it maintains channels open with national and European authorities to clarify doubts and fully comply with local legislation.
The Beuc offensive occurs four months after the European Commission opened an investigation against Shein, focused on compliance with consumption and commercial transparency rules. Last week, the company had already been notified by practices such as false discounts, sale and misleading labels.
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Regulation
The case rekindles the debate on the regulation of large online trade platforms, especially those of origin outside Europe that operate in markets with stricter rules of transparency.
Experts warn of a higher regulatory surveillance scenario on marketplaces and fast fashion digital, which combine persuasion algorithms with low cost and high turnover products.
