Shein’s ‘addictive design’ and illegal sex dolls under investigation

The European Union has initiated a formal investigation into the online fast-fashion giant Shein, focusing on potential violations of the Digital Services Act (DSA). This action stems from findings by French regulators regarding the presence of illegal products, including "child-like sex dolls," and broader concerns about the platform's design and content moderation practices. The investigation will scrutinize Shein's compliance with EU regulations designed to ensure a safer and more transparent online environment for consumers. The European Commission will specifically assess the effectiveness of Shein's systems in preventing the sale of illegal and harmful products, including content that could be classified as child sexual abuse material. Furthermore, the probe will delve into the transparency of Shein's content recommendation algorithms and the company's use of "addictive design" features, such as gamified shopping experiences that reward users with points and other incentives. These elements raise questions about user engagement and potential impacts on consumer behavior. This investigation has significant implications for both Shein and the broader e-commerce landscape within the EU. It highlights the EU's commitment to enforcing its digital regulations and holding large online platforms accountable for the content they host and the design choices they make. The outcome could influence how similar platforms operate and what measures they are required to implement to ensure user safety and compliance with the DSA.