BEUC Files Complaint Against SHEIN For Dark Patterns Fuelling Over-Consumption

The European consumer group BEUC has made a complaint to the European Commission and various national regulators about SHEIN for its use of deceptive techniques ('dark patterns') which are contrary to the Unfair Commercial Practices Directive. They say these push consumers into purchasing more than originally intended and fuel the environmental and societal problems caused by the fast fashion industry.

In February 2025, the Commission announced its own investigation into SHEIN's compliance with EU consumer law and in May urged SHEIN to respect EU consumer law and to stop using dark patterns like fake discount and pressure selling, for example, false purchase deadlines. It is also investigating SHEIN under the Digital Services Act.