Fake Discounts on Shein "Breach Law," EU Says

Fake discounts, pressure selling, and other consumer-deceptive practices on Chinese fast-fashion site Shein violate European law, the European Union said, BBC News’ Mitchell Labiak reported.

Shein allegedly misled consumers with deceptive product labels, exaggerated sustainability claims, and hidden contact details. Photo: Invest in Wroclaw 

The EU has given Shein one month to respond to its findings or face fines tied to its sales in the countries where violations occurred.

“It’s now for Shein to step up, respect the rules, and bring its practices fully in line with EU consumer standards,” said EU Justice Commissioner Michael McGrath.

A Shein spokesperson responded: “Our priority remains ensuring that European consumers can have a safe, reliable, and enjoyable online shopping experience.”

According to the EU’s consumer rights enforcer, Shein misled consumers with deceptive product labels, exaggerated sustainability claims, and hidden contact details.

The bloc also found Shein used fake price drops and artificial deadlines to pressure shoppers into purchasing, in violation of EU consumer protection laws.