Shein Under Fire: EU Consumer Groups Accuse Fast-Fashion Giant of Deceptive Marketing

Shein Faces EU Complaint Over Deceptive Marketing Brussels, Belgium – European consumer organizations have launched a formal complaint against the fast-fashion giant Shein, accusing the company of employing deceptive marketing techniques to drive overconsumption. The complaint, filed with the European Commission, alleges that Shein uses manipulative design elements and aggressive advertising to pressure consumers into making unnecessary purchases. "Shein's app is designed to generate addiction," stated David Sánchez Carpio, director of CECU, a Spanish consumer organization involved in the complaint. He described how the app uses countdown timers and limited-time offers to create a sense of urgency, pushing consumers to buy impulsively. Patricia Suárez, president of ASUFIN, another participating organization, added, "The consumer loses all control over their emotions and is led by their impulses." She cited the relentless barrage of advertisements and misleading price comparisons as key elements of Shein's strategy. The complaint highlights several specific examples of Shein's allegedly deceptive practices, including the frequent use of artificially inflated prices to create the illusion of significant discounts. The organizations argue that Shein's practices violate EU consumer protection laws. The European Commission will now review the complaint and determine whether to launch a formal investigation into Shein's business practices. This complaint underscores the growing concerns about the ethical and environmental implications of the fast-fashion industry and the need for stronger consumer protection measures.