Brussels: Today, the European Commission has initiated formal proceedings against Shein under the Digital Services Act (DSA), addressing concerns over addictive design, transparency issues with recommender systems, and the sale of illegal products, including child sexual abuse material.
According to Cyprus News Agency, the investigation will focus on several key areas, including the effectiveness of Shein's measures to prevent the sale of illegal products within the European Union, particularly those that could constitute child sexual abuse material, such as child-like sex dolls.
The investigation will also examine the risks associated with the addictive nature of Shein's service, which includes providing points or rewards for consumer engagement. Such features may negatively impact users' wellbeing and consumer protection online. Additionally, the transparency of Shein's recommender systems, which propose content and products to users, will be scrutinized. Under the DSA, Shein is required to disclose the primary parameters used in its recommender systems and offer at least one easily accessible option that is not based on profiling for each system.
The Commission's proceedings will involve an in-depth investigation carried out as a priority, with no predetermined outcome. Coimisiºn na Me¡n, the Digital Services Coordinator for Ireland, will participate in the investigation as Shein's EU establishment is based in Ireland. Following the formal opening of proceedings, the Commission will gather further evidence, possibly through additional requests for information to Shein or third parties, and monitoring actions or interviews.
The formal proceedings allow the Commission to take enforcement steps, including interim measures or adopting a non-compliance decision. The Commission may also accept commitments from Shein to address the issues under investigation. The DSA does not specify a legal deadline for concluding the proceedings, and the investigation's duration will depend on factors such as case complexity, Shein's cooperation, and the exercise of defense rights.
Background information indicates that the decision to open proceedings follows a preliminary analysis of Shein's risk assessment reports and responses to information requests, as well as third-party information. The Commission had previously sent three requests for information to Shein in June 2024, February 2025, and November 2025 concerning DSA compliance, particularly regarding consumer and minor protection and recommender system transparency.
These proceedings under the DSA are complementary to ongoing coordinated actions led by the Consumer Protection Cooperation Network and enforcement actions at the national level regarding Shein's consumer law compliance. They are also without prejudice to market surveillance authorities' actions concerning the General Product Safety Regulation enforcement, including follow-ups to the 2025 product safety sweep focusing on childcare articles.