Europe’s digital regulator has opened formal proceedings under the Digital Services Act, launching an EU Shein Digital Services Act investigation into how the platform handles suspected illegal listings and engagement-driven design. The European Commission said the case will scrutinize Shein’s internal systems tied to the alleged sale of illicit goods and features it views as potentially addictive.
The Commission said it will examine measures meant to stop illegal products from circulating in the EU, including safeguards related to content described as child sexual abuse material and child-like sex dolls, as well as protections intended to keep minors from exposure to age-inappropriate items. It will also assess risks linked to gamified engagement mechanics such as points or rewards and whether these could harm consumer well-being.
Another focus is recommender-system transparency, including how products and content are suggested to users and what risk-mitigation steps are in place. The Commission said prior information requests, including a late-November request about minors and certain listings, preceded the decision to escalate to formal proceedings, which enables evidence gathering, interviews and requests to Shein and third parties.
