25 European consumer organisations have filed a complaint against Shein, alleging the platform uses misleading practices with negative consequences for consumers, the environment and working conditions.
Dark patterns
Under the coordination of European consumer umbrella BEUC (Bureau Européen des Unions de Consommateurs), the 25 organisations have filed a complaint with the European Commission and European consumer protection authorities against Shein. They say the Chinese webshop uses misleading practices that cause consumers to buy more than they originally intended, affecting their wallets, the environment and working conditions in the sector.
Specifically, this involves so-called ‘dark patterns’ such as messages around limited stocks (“Only X left”), counters for flash sales (“Only 02:00:00 left to take advantage of the offer”), social pressure through testimonials and ‘confirm-shaming’ (“You qualify for a promotion! Are you sure you want to go?”). Research has shown that these types of techniques are used repeatedly, both on the website and via the app with notifications, Belgian consumer organisation Testachats says in a press release.
Manipulative techniques
“The Ultra Fast Fashion model of platforms like Shein is based on manipulative techniques that encourage overconsumption. Shein is designed to be addictive: the platform uses algorithms to keep consumers on the site for as long as possible, and make them buy as much as possible”, Testachats spokesperson Laura Clays said.
“We expect a quick response from the authorities to put an end to these practices and to launch an investigation into the whole sector, as our research has shown that these kinds of dark patterns are a major problem throughout the fast fashion sector.”
A year ago, European consumer organisations already filed a complaint against Temu, that other popular Chinese webshop, for much the same reasons.
“Disappointing”
However, Director Corporate Communications Robin Kiely reached out to RetailDetail to express his disappointment with the matter, claiming the consumer organisations’ move is not in the best interest of European customers. “European 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. Unfortunately, they have chosen to reject each and every one of our many meeting requests over the last several years”, he said, calling “this unwillingness to engage extremely disappointing.”
(This article was updated at 18:21 to add a reaction from Shein Director Robin Kiely)
