The European Union has accused Chinese fast-fashion retailer Shein Group of breaching consumer protection laws through a range of misleading practices and has given the company one month to respond or face potential fines.
An investigation by EU consumer authorities found Shein engaged in tactics such as fake discounts, pressure selling with false deadlines, misleading product labels, and deceptive sustainability claims.
Contact details were often hidden, and some product ratings appeared presented in a way that could mislead shoppers.
Justice Commissioner Michael McGrath urged Shein to comply fully with EU standards, saying the bloc will hold e-commerce platforms accountable regardless of where they are based.
In response, Shein said it is working with EU regulators to address concerns and ensure compliance.