EU investigates Shein for dark patterns and aggressive digital marketing
The European consumer group BEUC has lodged a formal complaint with the European Commission against Shein, a leading online fast-fashion retailer, for deploying so-called “dark patterns” on its app and website. These manipulative design tactics, including persistent pop-ups, countdown timers, and infinite scrolling, are alleged to pressure users into making more purchases, potentially constituting aggressive commercial practices under EU consumer protection law. The complaint is backed by 25 member organizations from 21 countries, including France, Germany, and Spain, highlighting the widespread concern about such digital practices across the EU.
BEUC’s report details how Shein leverages frequent notifications and gamification to drive user engagement and repeat purchases. For instance, in one case, a single device received 12 notifications from the Shein app in a single day. The app’s “Puppy Keep” game incentivizes daily logins and increased interaction by offering points that can be exchanged for free items, further encouraging mass consumption. BEUC argues that these practices are designed to stimulate high-volume sales, which is central to the fast-fashion business model.
The European Commission has recently notified Shein of practices that may breach EU consumer law, warning the company of potential fines if it fails to address these concerns. Shein, for its part, claims to be cooperating with national consumer authorities and the Commission, although BEUC notes that its request for a meeting with the company was not accepted. The complaint against Shein follows similar action taken against Temu, another online discount retailer employing comparable tactics.
BEUC has called for a broader investigation into dark patterns across the mass-market clothing sector, urging the European consumer protection network to scrutinize other retailers as well. The case underscores the increasing regulatory focus on digital market practices and consumer protection within the EU, particularly as gamification and aggressive marketing become more prevalent in online retail. The outcome of this complaint could set important precedents for the enforcement of EU digital and consumer laws.
