Consumer watchdogs from 21 countries have lodged a formal complaint against Shein, citing deceptive marketing practices that encourage overspending. The European Consumer Organisation (BEUC) outlines several 'dark patterns,' including fake countdown timers and forced registrations. They argue that such tactics lead to financial strain on consumers and exacerbate environmental issues through overconsumption of fast fashion. Furthermore, BEUC has called for regulatory action from the EU to enforce transparency about the claims that drive consumer purchases, emphasizing the company's responsibility in the broader context of sustainable commerce.
The European Consumer Organisation (BEUC) has submitted a 29-page dossier to the European Commission citing multiple examples of dark patterns, or deceptive techniques designed to encourage purchases.
As part of its formal complaint, the consumer watchdog group wants the EU to force Shein to disclose the data behind claims used in its marketing such as stocks are low, and countdown timers to sales ending.
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