Commission launches investigation into Shein under the Digital Services Act

The European Commission has today opened formal proceedings against Shein under the Digital Services Act for its addictive design, lack of transparency in its recommendation systems, and the sale of illegal products, including child sexual abuse material. 

More specifically, the investigation will focus on the following areas:

• The systems Shein has implemented to limit the sale of illegal productsin the European Union, including content that could constitute child sexual abuse material, such as child-like sex dolls.
• The risks associated with the addictive design of the service, including the awarding of points or rewards for consumer interaction, as well as the systems Shein has implemented to mitigate these risks. Addictive features could have a negative impact on user well-being and online consumer protection.  
• The transparency of the recommendation systems that Shein uses to propose content and products to users. Under the DSA, Shein must disclose the main parameters used in its recommendation systems and provide users with at least one easily accessible option that is not based on profiling for each recommendation system.

The Commission will now conduct a thorough investigation as a matter of priority. The opening of a formal procedure does not prejudge the outcome.

Coimisiún na Meán, Digital Services Coordinator for Ireland, will also be associated with the Commission’s investigation as the National Digital Services Coordinator in Shein’s country of establishment in the EU.

Next steps

Following the formal opening of the procedure, the Commission will continue to gather evidence, for example by sending additional requests for information to Shein or third parties or by conducting monitoring actions or interviews.

The opening of a formal procedure empowers the Commission to take additional enforcement measures, such as precautionary measures or the adoption of a decision of non-compliance. The Commission is also empowered to accept commitments made by Shein to remedy the issues subject to the procedure.

The DSA does not set a legal deadline for the conclusion of a formal procedure. The duration of a thorough investigation depends on several factors, such as the complexity of the case, the degree of cooperation of the company concerned with the Commission and the exercise of its right of defence. Furthermore, the opening of a formal procedure does not prejudge its outcome or any other procedure that the Commission may decide to initiate under other articles of the DSA.

Background

Today’s decision follows preliminary analyses of the risk assessment reports provided by Shein, responses to formal requests for information from the Commission, and information shared by third parties.

The Commission sent three requests for information to Shein on28 June 2024,6 February 2025and26 November 2025asking for further information on the company’s compliance with the DSA, in particular in relation to consumer and child protection, and on the transparency of its recommendation systems.

The formal proceedings under the DSA are without prejudice to and complement theongoing coordinated actionsfor Shein’s compliance with its obligations under consumer legislation, led by theConsumer Protection Cooperation (CPC) Networkof national consumer protection authorities, and enforcement actions at national level. Similarly, the formal proceedings under the DSA are without prejudice to the actions and measures of market surveillance authorities relating to the application ofthe General Product Safety Regulation(GPSR), including the follow-up tothe first product safety sweep,focusing on childcare articles, carried out in 2025.

More information: European Commission.