Shein faces EU complaint over use of 'dark patterns'

The European Consumers Organisation (BEUC) has filed a complaint with the European Commission against fast-fashion retailer Shein.

The complaint, submitted on June 5, 2025 accuses the company of using “dark patterns” to encourage consumer purchases.

The BEUC report details tactics such as pop-ups that warn users against leaving the app.

It also mentions countdown timers that create urgency and infinite scrolling features.

Additionally, it highlights Shein’s frequent notifications, noting that one device received 12 app notifications in one day.

BEUC claims these practices may constitute “aggressive commercial practices” under EU regulations.

🔗 Source: Reuters

🧠 Food for thought

1️⃣ Dark patterns have become endemic in e-commerce despite regulatory scrutiny

The European Commission’s investigation into Shein is part of a broader pattern of regulatory action against manipulative online shopping tactics.

A 2022 European Commission report found that 97% of popular shopping apps and websites utilize at least one dark pattern to influence consumer behavior 1.

The urgency tactics cited in BEUC’s complaint, such as countdown timers, scarcity messaging, and gamification, are industry-wide practices designed to trigger impulsive purchases by exploiting psychological biases.

While Shein’s “Puppy Keep” game might seem innocuous, it represents a sophisticated engagement strategy requiring daily logins that creates habit-forming behaviors among consumers.

This reflects a gradual normalization of manipulative design that has evolved over the past decade, with even the FTC taking action against major companies like Amazon for similar practices 1.

The challenge for regulators lies in distinguishing between legitimate marketing strategies and harmful manipulation, particularly as these tactics become more sophisticated through AI implementation 2.