Based on new research, including studies by BEUC members across Europe, consumer groups reveal how these illegal practices trigger unwilling spending and economic losses for consumers, fuel the circulation of unsafe clothing items across Europe, and disempower consumers in their efforts towards the green transition.

This complaint focuses on the use of dark patterns that fuel over-consumption of environmentally harmful products. SHEIN exposes consumers to many different dark patterns, including low-stock messages (e.g. “Only xx left”), countdown timers (e.g. “Flash sale”), peer pressure through testimonials and confirm-shaming (e.g. “You are eligible for promotions now! Are you sure you want to leave?”) Our investigation revealed that these practices are pushed to consumers repeatedly, both on the website and the app (via multiple and repeated notifications).

Textiles rank top in the list of sectors responsible for climate change just after food, housing and transport according to the European Environment Agency (EEA). Ultra-fast fashion has led to the significant over-production and consumption of clothes, creating a subsequent textile waste issue. With its use of fertilisers and pesticides for the cultivation of cotton, the extraction of fossil fuels and chemical feedstock to produce synthetic fibres, the industry also relies heavily on toxic chemicals for clothes that are often produced in poor working conditions.

As a solution, we call on the European Commission and European consumer protection authorities to request SHEIN to: 

• Stop using deceptive techniques such as ‘confirm-shaming, toying with consumers’ emotions, use of infinite scroll and ‘nagging’ as they constitute dark patterns, which are unfair commercial practices (under the EU’s Unfair Commercial Practices Directive).

• Provide substantiating evidence showing that customer testimonials or messages like ‘low stock’ that are repeatedly displayed to consumers are genuine. If not, request SHEIN to stop using these practices.

If SHEIN does not take corrective action, authorities should intervene to prevent the risk of serious harm to consumers until it complies with EU consumer law.

According to consumer groups’ research, dark patterns in fast fashion are an industry-wide problem, so we also call on authorities to look into other traders using similar unfair practices.
 

Press release: Consumer groups file complaint against SHEIN for dark patterns fuelling over-consumption, 5 June 2025
Report and annex: Click to buy (more): How fast fashion giant SHEIN uses dark patterns to push overconsumption, June 2025
Factsheet: Click to buy (more): Evidence from BEUC members, June 2025
Letter: CPC external alert on unfair commercial practices by fast fashion trader SHEIN, 5 June 2025
Video: Click to buy (more), June 2025

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Shein hit with complaint from EU consumer group over ‘dark patterns’
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Pan-European consumers organization BEUC filed a complaint with the European Commission on Thursday against online fast-fashion retailer Shein over its use of “dark patterns,” tactics designed to make people buy more on its app and website.