Shein, the popular Chinese fast-fashion brand, is under fire from the European Union (EU) for alleged deceptive practices, including fake discounts and misleading sales methods. In a recent announcement, the EU gave Shein one month to address these issues or risk facing fines tied to its EU sales.
EU justice commissioner, Michael McGrath, stated, "It's now for Shein to step up, respect the rules and bring its practices fully in line with EU consumer standards." Concerns raised by the EU include misleading product information, fake sustainability claims, and pressure tactics like false price reductions and urgent deadlines to push consumers into quick purchases.
Shein is also being urged to ensure that product reviews and ratings are presented accurately. McGrath emphasized that all companies serving EU consumers must comply with established regulations, asserting that the EU will hold platforms accountable no matter their origin.
In response, a Shein spokesperson claimed they are committed to providing a safe shopping environment in Europe and are cooperating with the EU to resolve any concerns.
The brand has previously been criticized for its labor practices, including reports of employees working excessive hours that violate Chinese labor laws. Despite facing backlash, shoppers continue to flock to Shein, indicating its ongoing popularity despite ethical concerns.
