EU Launches Formal Investigation Into Shein Over Multiple Suspected Legal Breaches
The European Commission has officially opened a formal investigation into the fast-fashion giant Shein, focusing on multiple suspected breaches of European Union laws. This inquiry, announced on February 17, 2026, specifically targets the sale of childlike sex dolls and weapons, alongside broader concerns about the platform's operations.
Scope of the Investigation: From Illegal Products to Addictive Design
A senior EU official confirmed that the investigation was launched after the Commission demanded information from Shein last year. The probe will examine reports of non-compliant items, including clothes, cosmetics, and electronic products that violate EU regulations.
Critically, the investigation is earmarked to scrutinize the "addictive design of the service Shein is providing," as stated by an EU official. This includes loyalty points programmes, gamification elements, and rewards systems that may pose a risk to users' mental well-being by encouraging excessive engagement.
Recommender Systems Under Scrutiny for Opacity and Overwhelm
Additionally, the EU will investigate Shein's recommender systems, which could overwhelm users with suggestions of goods to buy. The official expressed suspicion that "the system of Shein is not built to avoid the sale of illegal products," noting that "something is probably not working" given the persistence of such items.
Under the EU's Digital Services Act (DSA), recommender systems must meet transparency requirements and provide at least one easily available alternative not based on profiling. In preliminary findings, the EU discovered that Shein only explained its recommender system "in a very general manner," raising concerns about compliance.
Background: French Legal Actions and Broader EU Concerns
This European investigation follows closely on the heels of legal actions in France. In December, a Paris court hearing revealed that the French government had backed off from enforcing a three-month suspension of Shein's services after illegal items were discovered. The court issued an injunction requiring Shein to implement age-verification measures to prevent minors from accessing pornographic content, which the company has since complied with by removing the illegal goods.
EU officials emphasized that their investigation is separate from the French inquiries and other national appraisals by consumer protection authorities. A senior official clarified, "What happened in France is a piece of the puzzle but we are looking at the system at large. We are not focusing only on what happened in France."
Risk Assessment and Public Order Implications
The investigation has concluded that Shein believes its services pose a "low risk" of breaking EU laws. However, EU authorities argue the brand is at "high risk" of selling products that breach regulations. The Paris judicial court acknowledged a "serious harm to public order" but found the sale of concerning items had been "sporadic."
As the probe unfolds, it will assess whether Shein's practices align with EU standards, potentially leading to significant regulatory actions if violations are confirmed.
