Belgian consumer protection organisation Testachats, together with 24 other organisations across Europe, has filed a complaint against the Chinese platform SHEIN for using misleading practices and fuelling overconsumption.
A total of 25 consumer organisations across Europe are filing a complaint with the European Commission and the network of consumer protection authorities in Europe against SHEIN.
"The Ultra-Fast Fashion model of platforms such as SHEIN is based on manipulative techniques that encourage overconsumption. SHEIN is designed to be addictive: the platform uses algorithms to keep consumers on the site for as long as possible and to make them buy as much as possible," said Testachats spokesperson Laura Clays.
Research has shown that the platform repeatedly uses "dark patterns," which subconsciously encourage consumers to buy more than they originally intended – both on the website and via the app with notifications.
Massive overproduction
These techniques include messages about limited stocks ('Only X left'), counters for flash sales ('Only 02:00:00 left to take advantage of the offer'), social pressure through testimonials and "confirm-shaming" ('You are eligible for a promotion! Are you sure you want to leave?').
In addition to encouraging overconsumption, these practices also entail many consequences for working conditions in the sector and the environment. The textile sector is one of the most polluting, after food, housing and transport.
Ultra-fast fashion has led to massive overproduction and overconsumption of clothing – exacerbating the textile waste crisis. Growing cotton also requires pesticides and fertilisers, and the production of synthetic fibres requires fossil fuels and toxic chemicals, not to mention the working conditions.
The terms and conditions of sale of e-commerce website Shein pictured on Sunday 22 December 2024. Credit: Belga/Nicolas Maeterlinck
"We expect a swift response from the authorities to put an end to these practices and to launch an investigation into the entire sector, as our research has shown that these kinds of dark patterns are a major problem throughout the fast fashion sector," Clays said.
In February 2025, the European Commission announced its own investigation into SHEIN's compliance with EU consumer legislation. In May, it urged the company to respect the legislation and stop using dark patterns such as false promotions or pressure selling, for example, through fictitious purchase deadlines.
The complaint filed on Thursday by consumer organisations complements the Commission's investigation and that of the Consumer Protection Authorities Network (CPC) and provides further evidence of the use of these misleading techniques.
