[ZERO] The European Union has opened an in-depth investigation into online fashion retailer Shein over the sale of illegal items and what it calls the Chinese-owned platform’s "addictive design."The probe, announced on Feb. 16 by the European Commission, marks the bloc’s first formal proceeding against the company under the Digital Services Act (DSA), a set of sweeping online regulations that governs nearly all corners of the digital ecosystem, from e-commerce platforms to social media networks.
Brussels said it is investigating the sale of illegal products "including child sexual abuse material," citing in particular child-like sex dolls that were found on Shein’s marketplace. The company came under scrutiny in France in late 2025 after authorities discovered lifelike sex dolls resembling young girls on the site, along with illegal weapons. The French government moved to suspend access to Shein’s website, but a court blocked the move and instead asked Brussels to step in under the DSA.
The controversy, EU officials said, exposed broader concerns about whether Shein poses "a systemic risk for consumers across the entire European Union." They have asked the company to provide information on how it ensures that minors are not exposed to age-inappropriate content, as well as how it prevents the circulation of illegal products on its platform.
Investigators will also look into Shein’s "addictive design," including the use of gamified features such as points, rewards, and other incentives for frequent engagement. EU officials have said that such designs may encourage excessive use, particularly among younger users, and undermine consumer protection and users’ mental well-being.