The European Commission has launched a comprehensive investigation into Chinese-owned online fashion retailer Shein, focusing on allegations of addictive platform design and the distribution of prohibited merchandise, including sex dolls resembling children. This represents the first formal enforcement action against the company under the bloc’s Digital Services Act, which regulates various aspects of the digital landscape from social media to online marketplaces.
Officials in Brussels announced the probe on February 16, highlighting concerns about illegal product sales, specifically mentioning child sexual abuse material. The investigation follows incidents in France during late 2025 when authorities identified realistic sex dolls designed to look like young girls available on the platform, alongside prohibited weapons. French officials initially attempted to block access to Shein’s website within their borders, but judicial authorities intervened and redirected the matter to Brussels for handling under DSA provisions.
European regulators view this situation as indicative of larger concerns regarding potential systemic threats Shein may present to consumers throughout the European Union. The company has been requested to submit details explaining its mechanisms for preventing minors from accessing inappropriate content and its procedures for stopping illegal merchandise from circulating on its platform.
Investigators plan to examine what they characterize as Shein’s addictive design elements, which incorporate gamification strategies including point systems, reward mechanisms, and other features encouraging repeated user engagement. European officials have expressed concern that these design choices might promote compulsive usage patterns, especially among younger demographics, potentially compromising consumer protections and mental health.
The inquiry will additionally scrutinize what investigators describe as insufficient transparency regarding the algorithms Shein employs for recommending content and products to its users. The Digital Services Act mandates that very large platforms, classified as those serving more than 45 million European Union users, must reveal the primary parameters governing their recommendation systems and provide at least one readily accessible alternative not dependent on user profiling.
A company representative stated that Shein regards its DSA obligations seriously and intends to cooperate fully with the investigation. The spokesperson emphasized recent substantial investments in compliance measures, including thorough systemic risk evaluations and mitigation strategies, strengthened protections for younger users, and continuing efforts to design services promoting safe and trustworthy user experiences.
This investigation joins a growing list of regulatory actions the European Union has implemented affecting Chinese-owned technology and e-commerce enterprises. Beginning July 1, 2026, Brussels will implement a flat 3-euro fee on individual low-value items in small packages valued under 150 euros shipped directly from countries outside the EU to bloc consumers. This measure appears targeted at platforms including Shein, Temu, and AliExpress. Official statistics indicate approximately 4.6 billion such packages entered the EU during 2024, with 91 percent originating from China.
Temu faces similar DSA investigation regarding alleged addictive design practices and sales of dangerous or illegal products. AliExpress, operated by Chinese e-commerce giant Alibaba, has been the subject of a separate probe that produced preliminary conclusions suggesting the platform violates obligations to evaluate and reduce risks associated with distributing illegal products under DSA requirements.
On February 6, the commission issued warnings to video-sharing platform TikTok, demanding modifications to its addictive design features to achieve DSA compliance. The service, with European operations controlled by Chinese company ByteDance, risks fines reaching up to 6 percent of worldwide revenue for failing to address these issues.
EU tech commissioner Henna Virkkunen emphasized on February 17 that illegal products remain prohibited in the European Union regardless of distribution channels, whether traditional retail or online
marketplaces. She stated the Digital Services Act safeguards consumers, protects their wellbeing, and empowers them with
information about algorithms they encounter.
Chinese authorities have criticized EU digital regulation efforts. In January, the Chinese Foreign Ministry accused the bloc of blatant protectionism and political manipulation following recommendations that member states remove Huawei and ZTE from telecommunications networks within three years due to cyberattack concerns.