European consumer organizations have filed a complaint against the Chinese online retailer Shein, alleging the company uses deceptive tactics to pressure consumers into making purchases. The umbrella organization BEUC, representing various European consumer groups, issued the complaint, highlighting practices such as countdown timers and pop-up messages that create a sense of urgency.

The complaint echoes earlier warnings issued to Shein at the end of May by the CPC network, a collective of European consumer protection authorities. The CPC had previously criticized Shein for false discounts, inadequate or misleading information, and the use of pressure sales tactics. These strategies are designed to push consumers into making quick decisions.

Chinese platforms like Shein and Temu have gained popularity in the EU due to their wide selection of inexpensive goods. However, studies have raised concerns about the safety and presence of harmful substances in products sold on these platforms.

The Danish Consumer Council Think is among those supporting the current complaint. Senior advisor Nikola Kiørboe stated that Shein employs techniques that tap into unconscious behaviors, similar to how social media operates. Kiørboe emphasized the importance of enabling consumers to make rational and informed purchasing decisions, highlighting the problematic nature of Shein’s methods.

In response to the complaint, Shein stated to Reuters that it “is already working constructively with national consumer authorities and the EU Commission to demonstrate our dedicated efforts to comply with EU legislation”.