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The European Commission has launched a formal investigation into online fashion retailer Shein, citing suspected breaches of EU digital rules including the sale of childlike sex dolls and weapons.
Announcing the move on Tuesday, the Commission said it would examine whether the company has adequate safeguards to prevent illegal goods from appearing on its marketplace. Officials indicated the probe will assess systems intended to detect and remove unlawful products, as well as broader structural risks posed by the platform.
Beyond specific listings, regulators are scrutinising what they describe as potentially "addictive" elements of the shopping site. These include reward schemes, gamified features and bonus programmes that may encourage excessive engagement and raise concerns about users' wellbeing.
Investigators will also analyse the transparency and operation of Shein's recommender systems, which use consumer data to promote products. Under the bloc's Digital Services Act, major platforms must clearly explain the main criteria behind such systems and provide at least one option that does not rely on personalised profiling.
The Commission said it is assessing whether Shein's explanations meet those standards and whether users are given meaningful control over what they see.
Shein said it takes its obligations under EU law seriously and has cooperated with authorities. The company added that it has invested in compliance measures, including systemic risk assessments, stronger protections for younger users and improvements aimed at fostering a safer online environment.
The investigation follows earlier scrutiny by French authorities, who reported the presence of childlike sex dolls on the site. Shein has said it removed the products, banned sellers involved and prohibited the sale of sex dolls globally regardless of appearance.
Opening formal proceedings enables the Commission to take enforcement action if breaches are confirmed, including fines of up to 6% of global annual turnover. Officials stressed that the inquiry does not prejudge the outcome but said platforms operating at scale must demonstrate robust safeguards against illegal content and systemic harm.
