The European Consumer Organisation (BEUC), together with 25 members from 21 countries, alleged that Shein uses so-called “dark patterns” that “push consumers into purchasing more than originally intended”.
The complaint aims to complement the European Commission’s own investigation into Shein’s practices.
The commission gave Shein a month to reply and offer commitments on addressing the issues found during the probe, which was launched in February.
Shein said in a statement that “European consumers would be better served if BEUC agreed to meet with us”.
The online retailer, originally from China but now based in Singapore, said it was “working constructively with national consumer protection authorities and with the European Commission to demonstrate our commitment to complying with EU laws and regulations”.
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