European Union: Consumer Protection Cooperation Network and European Commission notified SHEIN of alleged EU consumer law infringements

On 25 May 2025, the Consumer Protection Cooperation (CPC) Network of national consumer authorities, together with the European Commission, notified the online marketplace SHEIN of alleged infringements of EU consumer law. The notification followed a coordinated investigation at EU level into practices including fake discounts, pressure selling tactics, missing or misleading information on consumer rights and returns, deceptive product labelling, and unsubstantiated sustainability claims. The CPC Network instructed SHEIN to align its practices with EU consumer law, including the Unfair Commercial Practices Directive, the Consumer Rights Directive, the Price Indication Directive, and the e-Commerce Directive. SHEIN has one month to respond and propose commitments to address the identified concerns. The CPC Network also requested further information to assess compliance with obligations relating to the presentation of product rankings, reviews, and ratings. This enforcement action complements the ongoing Digital Services Act (DSA) inquiry by the European Commission into SHEIN’s practices.