The EU takes on Shein: what exactly is being investigated and how might it end?
18 February 17:32
The European Union is launching an official investigation into the Chinese online platform Shein for possible violations of EU law.
This was reported byThe Guardian, according to "Komersant Ukrainian".
The investigation was initiated by the European Commission, which last year requested detailed information from the company about its operations in the European market. After analyzing the responses, Brussels decided to proceed with a formal investigation.
What exactly will be investigated
The investigation covers three key areas of the platform’s activities.
The first is mechanisms to prevent the sale of prohibited goods. European regulators are concerned about whether Shein is effectively blocking offers of illegal products, including items that may pose a safety threat or violate ethical standards.
The second is the platform’s so-called “addictive design. “ This refers to elements of the interface and user experience that can encourage compulsive behavior — continuous browsing, impulse purchases, or difficulty stopping using the service.
The third is recommendation algorithms, which, according to the EC, can overload consumers with aggressive commercial offers and encourage excessive consumption.
Brussels emphasizes that the company is currently cooperating with the investigation.
Is Shein facing a ban in Europe?
The European Commission emphasizes that the start of the investigation does not mean an automatic ban on the platform’s operation in the EU. Blocking sales or access to the service is considered only as a last resort — in the event of systematic and prolonged disregard for the requirements of European legislation.
At the same time, possible sanctions may include:
- significant fines,
- obligations to change algorithms and design,
- stricter requirements for product moderation.
EU pressure on large marketplaces
This is the second large-scale investigation into major online marketplaces in Europe. At the end of 2024, the EU launched a similar investigation into the Temu platform.
Previously, national courts also attempted to intervene: in December 2025, a court in Paris rejected the French government’s request to temporarily suspend Shein’s operations in France due to user complaints about “illegal goods.”
Taken together, these steps signal a tougher line by the EU on platforms that are growing rapidly but, according to regulators, are failing to adapt to European consumer protection standards.
