Shein Accused of 'Shaming' Shoppers and Using Deceptive Sales Tactics.
Consumer watchdog groups from 21 countries have filed a formal complaint with the European Commission accusing fast fashion giant Shein of deploying manipulative sales tactics that pressure customers into buying more than they can afford.
The European Consumer Organisation (BEUC) submitted a detailed 29-page dossier outlining what it calls “dark patterns” on Shein’s app and website—deceptive design techniques used to manipulate consumer behavior. These include fake countdown timers, misleading low-stock messages, forced registration, and tactics designed to create a sense of urgency and fear of missing out.
Accusations of "Confirm Shaming"
Among the most concerning practices cited by BEUC is “confirm shaming,” where users are made to feel guilty or inadequate if they choose not to complete a purchase. This emotional manipulation is allegedly used to pressure consumers into making impulsive decisions, often leading to overspending.
BEUC has asked EU authorities to force Shein to disclose data supporting claims like “only a few left” or “sale ending in X minutes,” or remove such messages entirely if the company cannot provide evidence.
Shein's Response
In response to the complaint, Shein criticized BEUC for what it described as an unwillingness to engage in dialogue.
“This unwillingness to engage is extremely disappointing, particularly in light of Shein’s growing popularity among European consumers,” the company said. It added that it is already cooperating with national authorities and the European Commission to prove its compliance with EU consumer laws.
Shein also claimed it had made repeated attempts to meet with BEUC over the years, all of which were rejected.
“Consumers would be best served if BEUC agreed to meet with us, allow us to explain our operations, and discuss openly and transparently any concerns they have,” the company stated.
Environmental and Societal Harm
The BEUC complaint extends beyond deceptive marketing, highlighting the broader impact of Shein’s business model. It accuses the company of fostering overconsumption, encouraging shoppers to fill wardrobes with clothes they may barely use, and promoting shopping habits that contribute to environmental degradation.
“On the one hand, they promote excessive spending and trigger economic losses for consumers. On the other hand, they stir overconsumption of clothing, which often also contains harmful chemicals,” BEUC said. These practices, it argues, “mislead and disempower consumers in their efforts towards the green transition.”
The group has also raised alarms about the circulation of unsafe products that may not meet EU safety standards for fabrics and accessories.
Ongoing Investigations
This latest complaint comes just months after the European Commission and the Consumer Protection Cooperation Network (CPC) launched a probe into Shein’s compliance with EU consumer laws. Last week, the CPC notified Shein it was in violation of multiple EU regulations, including the use of fake discounts, pressure selling tactics, and misleading product labels.
Regulators warned that unless Shein takes corrective action, it could face substantial financial penalties.
BEUC emphasized that its complaint supports the EU’s ongoing efforts, providing additional evidence and insights gathered through extensive research from consumer groups across Europe.
A Disturbing Trend in Fast Fashion
While Shein insists it is cooperating with regulators and committed to compliance, the accusations levied against it point to a deeply troubling business model built on manipulation and unsustainable consumption. The company’s marketing techniques not only pressure consumers into unnecessary spending but also contribute to larger social and environmental harms.
Despite Shein’s growing popularity, the mounting criticism and regulatory scrutiny suggest that the company’s success may be coming at a significant human and ecological cost. If these patterns continue unchecked, Shein risks becoming a symbol of everything wrong with the fast fashion industry.
