Brussels – Removing the disturbing sex doll listed for sale on its platform isn’t enough; Shein is once again in the sights of the European Commission. Today (17 February), Brussels launched an investigation into the Chinese e-commerce giant for possible violations of the EU Digital Services Act: not only the sale of illegal products, including child pornography, but also addictive design and a lack of transparency of recommender systems.
The storm surrounding Shein erupted last November, following several public reports revealing the sale of illegal products in France: Category A weapons, unauthorised drugs, and child-like sex dolls. The platform was on the verge of being blocked throughout France, but on 19 December, the Paris court ruled that such a measure was “disproportionate” given that the Asian giant had voluntarily withdrawn the illegal products from the web. The European Commission itself, prompted by Paris on the case, on 26 November sent a formal request for information to Shein to verify its compliance with the Digital Services Act.
Since last autumn, Shein has been under pressure several times, including from the European Parliament. In the latest Internal Market Committee (IMCO) hearing on 27 January, representatives of the Chinese giant assured that they had already taken measures to withdraw illegal products, justifying the situation by saying that “these types of problems occur in various markets, with malicious companies trying to find ways to circumvent controls.”
However, the Commission wants to get to the bottom of the matter and has launched a formal investigation. It is not the first time: in May 2025, Shein came under EU scrutiny for a series of alleged irregularities across various aspects of its online shopping experience. This time, the investigation will focus on the systems put in place by Shein to restrict the sale of illegal products in the European Union, “including content that could constitute child pornography, such as child-like sex dolls,” the risks associated with the platform’s design, aimed at creating user addiction, “including giving consumers points or rewards for engagement,” and the transparency of the recommender systems that Shein uses to propose content and products to users.
The proceedings against Shein are a test case for the European Commission and the effectiveness of the Digital Services Act, the ambitious law in force since the spring of 2024, which requires the Commission itself to monitor compliance with the obligations imposed on VLOPs (Very Large Online Platforms). The DSA “keeps shoppers safe, protects their well-being, and empowers them with information about the algorithms they are interacting with. We will assess whether Shein is respecting these rules and their responsibility,” said Henna Virkkunen, Executive Vice-President of the EU Commission for Technological Sovereignty.
The “priority in-depth investigation” will allow the EU executive to continue gathering evidence, for example, by sending further requests for information to Shein or third parties, or by conducting monitoring activities or interviews. During formal proceedings, the Commission may adopt provisional measures against the platform.
English version by the Translation Service of Withub
