The European Commission has formally opened proceedings against Shein under the Digital Services Act (DSA), marking a significant step in the enforcement of the EU’s digital regulatory framework. The investigation concerns alleged breaches relating to the sale of illegal products, the use of potentially addictive design features, and insufficient transparency of recommender systems.
The opening of formal proceedings follows preliminary assessments of Shein’s risk evaluation reports, responses to prior requests for information, and submissions from third parties. While the initiation of the procedure does not prejudge the outcome, it signals the Commission’s intention to conduct an in-depth review as a matter of priority.
Scope of the Investigation
The Commission’s investigation will focus on several core compliance areas under the DSA.
First, it will examine the effectiveness of the systems Shein has implemented to prevent the sale of illegal products within the European Union. Particular attention will be given to content that could constitute child sexual abuse material, including the alleged availability of child-like sex dolls on the platform.
Second, the Commission will assess risks associated with the platform’s design features. These include reward-based mechanisms—such as points or incentives linked to user engagement—that may contribute to addictive behaviour. Under the DSA, very large online platforms are required to identify and mitigate systemic risks that may negatively affect user wellbeing and consumer protection.
Third, the investigation will scrutinise the transparency of Shein’s recommender systems. The DSA obliges platforms to disclose the main parameters used to rank and recommend content and products. Additionally, users must be offered at least one easily accessible option for each recommender system that is not based on profiling.
Enforcement Powers and Next Steps
With the formal opening of proceedings, the Commission is empowered to deploy a range of investigative and enforcement tools. These include issuing additional requests for information, conducting interviews, undertaking monitoring actions, imposing interim measures, or ultimately adopting a non-compliance decision.
The Commission may also accept binding commitments from Shein to address concerns identified during the investigation.
No statutory deadline applies to the duration of DSA proceedings. The timeline will depend on the complexity of the case, the level of cooperation by the company, and respect for procedural rights of defence.
In parallel, Coimisiún na Meán, acting as Ireland’s Digital Services Coordinator and the authority in the Member State of Shein’s EU establishment, will be associated with the investigation.
Broader Regulatory Context
The DSA proceedings are complementary to other regulatory actions. A coordinated initiative led by the Consumer Protection Cooperation Network (CPC Network) is currently examining Shein’s compliance with EU consumer protection law. Furthermore, national market surveillance authorities continue to enforce the General Product Safety Regulation (GPSR), including follow-up measures linked to the 2025 product safety sweep focused on childcare articles.
These parallel actions underscore the EU’s multi-layered approach to platform governance, combining digital services regulation, consumer law, and product safety enforcement.
Commission Statement
Commenting on the launch of proceedings, Henna Virkkunen, Executive Vice-President for Tech Sovereignty, Security and Democracy, emphasised the principle of equal standards online and offline:
“In the EU, illegal products are prohibited – whether they are on a store shelf or on an online marketplace. The Digital Services Act keeps shoppers safe, protects their wellbeing and empowers them with information about the algorithms they are interacting with. We will assess whether Shein is respecting these rules and their responsibility.”