European Union: European Commission opened formal proceedings into Shein over alleged addictive design, recommender system transparency and illegal products under Digital Services Act

On 16 February 2026, the European Commission opened formal proceedings against Shein under the Digital Services Act (DSA). The proceeding focuses on the company’s systems to limit illegal products in the European Union, including content that could constitute child sexual abuse material, such as child-like sex dolls. It also examines risks linked to addictive design features, including points or rewards for engagement, and the effectiveness of mitigation measures. In addition, the Commission will assess recommender system transparency, including the disclosure of main parameters and the availability of at least one easily accessible non-profiling option for each recommender system. The Media Commission, acting as Ireland’s Digital Services Coordinator, will gather evidence through requests for information addressed to Shein or third parties, as well as through monitoring activities and interviews. The Commission stated that the opening of proceedings allows it to adopt interim measures, issue a non-compliance decision, or accept commitments. The decision follows preliminary analyses of Shein’s risk assessment reports, its replies to Commission requests for information of 28 June 2024, 6 February 2025, and 26 November 2025, and information received from third parties. The proceedings are without prejudice and complement coordinated action led by the Consumer Protection Cooperation (CPC) Network, as well as market surveillance enforcement under the General Product Safety Regulation (GPSR), including follow-up to the 2025 product safety sweep on childcare articles.