The European Commission has received a complaint from BEUC, a pan-European consumer organisation, against SHEIN, an online fast-fashion retailer, for using “dark patterns,” which are strategies meant to increase sales on its website and app.
Among the tactics SHEIN employs that might be deemed “aggressive commercial practices” are pop-ups warning users not to exit the app or risk losing promotions, countdown timers that put pressure on users to finish a purchase, and the infinite scroll on its app, according to a report released on Thursday by the BEUC.
SHEIN’s usage of frequent notifications was also described by the BEUC; in a single day, one phone received 12 notifications from the app.
Apps that entice users to play games and enter to win discounts and free merchandise have contributed to the rise in popularity of SHEIN and competitor online discount site Temu in Europe.
Temu has also been the subject of a prior complaint from the BEUC. SHEIN’s success has been fuelled by its use of gamification, which encourages users to utilise the app frequently.
As an example, users feed a virtual dog in the app’s “Puppy Keep” game, earning points that may be redeemed for free goods. They can order products and browse the app to get more points, but they have to play the game daily or risk losing their accrued rewards.
The BEUC urged the consumer protection network to include additional businesses in its probe, pointing out that mass-market clothes retailers frequently utilise dark patterns.
According to the statement, 25 of its member organisations from 21 nations—including France, Germany, and Spain—joined the complaint that was sent to the European Commission and the European Consumer Protection Network.
SHEIN was warned by the European Commission late last month that its actions violated EU consumer law and that failure to resolve the issues would result in sanctions.
