The BEUC has filed a complaint against Shein with the European Commission, claiming the company uses "dark patterns"—manipulative design tactics that pressure users into making more purchases. These include strategies such as pop-ups discouraging app exit, time-limited offers, and infinite scrolling to enhance consumer engagement. The BEUC argues these practices are aggressive and threaten consumer welfare. Agustin Reyna emphasized the need for Shein to eliminate these tactics, though their effectiveness on sales remains uncertain. Shein has stated it is cooperating with EU authorities to address legal compliance issues.
A consumer organization filed a complaint with the European Commission against Shein for employing "dark patterns" to manipulate online shopping behavior.
The BEUC detailed tactics like pop-ups, countdown timers, and infinite scrolling, which pressure consumers into making impulse purchases.
Agustin Reyna from BEUC stated that fast-fashion brands like Shein rely on mass consumption, driven by aggressive commercial practices, to sustain sales.
In response, Shein mentioned its efforts to comply with EU regulations, indicating a commitment to address consumer protection concerns.
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