Pan-European consumer group BEUC has filed a formal complaint against fast-fashion giant Shein with the European Commission, accusing the retailer of using manipulative design tactics, known as “dark patterns”, to push consumers into buying more on its app and website.
In a report published Thursday, BEUC cited a range of aggressive techniques employed by Shein, including countdown timers, persistent pop-ups warning users not to exit the app, and infinite scrolling—all designed to pressure users into making faster and more frequent purchases. The group also raised concerns over Shein’s use of push notifications, with one phone reportedly receiving 12 in a single day.
“For fast fashion, the business model demands volume and mass consumption,” said Agustín Reyna, BEUC’s Director General. “These dark patterns are engineered to trigger precisely that.”
The complaint, filed jointly with 25 consumer organisations across 21 EU countries including France, Germany, and Spain, urges the European Commission and the Consumer Protection Cooperation Network to investigate not only Shein but other mass-market fashion retailers as well.
Shein responded in a statement saying it is “already working constructively with national consumer authorities and the EU Commission” to ensure compliance with EU law, but noted that BEUC had declined its request for a meeting.
The complaint follows mounting scrutiny of Shein’s practices in Europe, where the Chinese-owned company, along with rival platform Temu, has surged in popularity by combining low prices with gamified user experiences. On Shein’s app, one such feature, “Puppy Keep”, rewards users for feeding a virtual dog with discounts and points. Players can earn additional rewards through daily logins, purchases, and time spent scrolling the app, raising further concerns about compulsive usage and digital dependency.
The European Commission last month warned Shein of potential violations of EU consumer law and said the company could face penalties if it failed to address regulatory concerns. Separately, Shein is also under investigation by EU tech regulators for possible breaches of online content rules.
As EU authorities crack down on manipulative digital marketing and sustainability in fashion, the Shein case could signal broader challenges for fast-fashion platforms operating in the region.