Shein Faces EU Investigation for Deceptive Marketing

Shein Faces EU Complaint Over Deceptive Marketing Tactics A complaint has been filed with the European Commission against the fast-fashion giant Shein, alleging deceptive marketing practices that encourage compulsive buying. Thirty organizations, including two Spanish consumer groups, filed the complaint on June 5th, 2025, in Brussels. The complaint cites Shein's use of manipulative messaging and false discounts as key concerns. "Shein employs techniques designed to make users feel guilty if they don't buy," explained a spokesperson for one of the participating organizations. The complaint highlights instances where Shein's website uses messages like, "Don't want to save?" to pressure customers into purchasing. The organizations argue these tactics violate EU consumer protection laws. Shein responded by stating that it regrets the lack of dialogue with authorities. The company did not address the specific allegations of deceptive marketing. This is not the first time Shein has faced accusations of this nature. Last week, Shein was accused of violating EU laws by offering false discounts and using misleading messages and labels on its products. The complaint underscores growing concerns about the ethical and legal practices of fast-fashion companies and their impact on consumer behavior.