‘Fake’ Discounts on Shein Breach the Law says the EU

The European Union, EU, has said fake discounts, pressure selling, and other practices on Chinese fast-fashion website Shein breach the law.

The bloc said it has given Shein one month to respond to its findings or face fines based on its sales in the EU countries where it says it has breached the law.

The EU’s justice commission says it’s now for Shein to step up, respect the rules and bring its practices fully in line with EU consumer standards.

A Shein spokesperson said their priority remains ensuring that European consumers can have a safe, reliable, and enjoyable online shopping experience.

The EU says it found a broad range of practices with which consumers are confronted while shopping on Shein and that are in breach of EU law.

This included misleading information, deceptive product labels, misleading sustainability claims, and hidden contact details.

It also found instances of pretending to offer better deals by showing price reductions that were not based on the actual prior prices, and fake deadlines to put consumers under pressure to buy.