A number of consumer organizations around Europe are behind the complaint to the EU Commission. In the complaint, they demand that Shein stop using misleading marketing methods and emotive language, for example, they mention statements on the site such as "no thanks, I pay full price willingly".
Shein must also be able to prove various claims that goods are marketed as "soon to be sold out", actually being true. If not, Shein should cease such marketing tactics.
"It's pure and simple manipulation to get us to buy more and more. And which incites us to believe that if we don't click buy immediately, the chance will disappear. Shein's site is designed to create a kind of addiction in its customers – and it's driven by incredibly powerful algorithms", says Johanna Hållén in a press release.
The Chinese web site Shein is usually referred to as "fast fashion", where they launch thousands of new products daily and market themselves mainly through Tiktok. The business has however received much criticism, among other things for poor working conditions in China and from an environmental perspective.
Corrected: In an earlier version, an incorrect information appeared about who is behind the complaint. Correct is Sveriges Konsumenter.
