The European Commission has opened a formal investigation into global e-commerce giant Shein, citing serious concerns about illegal and age-inappropriate content allegedly circulating on the platform. The probe is being conducted under the European Union’s Digital Services Act (DSA), a comprehensive regulatory framework designed to strengthen online safety across the bloc.
Allegations Involving Illegal and Harmful Content
According to EU officials, the investigation was triggered by claims that Shein may be hosting or facilitating the sale of restricted adult content, including highly disturbing allegations related to so-called “child-like sex dolls” and child sexual abuse material (CSAM). If proven, such activity would constitute severe violations of European law.
Under EU regulations, illegal products are banned regardless of whether they are sold in physical retail stores or online marketplaces. The Digital Services Act applies equally to digital platforms, requiring them to actively prevent the distribution of unlawful goods and content.
Focus on Consumer Protection and Platform Responsibility
The European Commission emphasized that the DSA is designed to protect users especially minors by enforcing transparency, accountability, and responsible algorithmic practices. Platforms operating within the EU must implement age-appropriate safeguards, provide clear information about how recommendation systems function, and take swift action against illegal material.
Officials stated that the purpose of the investigation is to determine whether Shein has complied with these obligations and fulfilled its duty of care toward European consumers.
French Concerns Spark Broader EU Action
The inquiry follows mounting scrutiny from French authorities, who reportedly raised concerns about minors potentially being exposed to explicit content through popular fast-fashion apps. Alongside Shein, other large online marketplaces have faced similar criticism in recent months.
The controversy intensified at a time when Shein was expanding its physical retail presence in France, prompting closer regulatory examination of its overall operations within the European market.
Additional Regulatory Concerns
Beyond the allegations involving illegal content, EU officials are also reviewing claims related to:
-
Potentially addictive platform design
-
Features that may not be age-appropriate
-
Insufficient transparency regarding algorithms and content moderation
-
Failure to adequately assess systemic risks to users
Such issues fall directly under the scope of the Digital Services Act, which aims to create a safer and more transparent digital ecosystem across the European Union.
No Presumption of Guilt
EU representatives clarified that the launch of formal proceedings does not imply wrongdoing at this stage. The investigation will now proceed as a priority matter. Its duration will depend on factors such as the complexity of the case, the level of cooperation provided by the company, and procedural requirements.
The DSA does not impose a fixed deadline for concluding investigations, meaning the review could take significant time before final determinations are made.
