The European Commission has launched a formal investigation into Shein, the Singapore-based online retailer, under the Digital Services Act (DSA), citing concerns over addictive design features, a lack of transparency in its recommender systems, and the sale of illegal products, including content depicting child sexual abuse material. The investigation was announced on Tuesday, February 17, 2026.
The Commission’s inquiry will specifically examine Shein’s measures to prevent the sale of illegal goods within the European Union, with particular attention to items such as child-like sex dolls. It will also assess the potential risks associated with the platform’s design, which includes rewarding user engagement with points and other incentives, and the steps Shein takes to mitigate those risks. Regulators are concerned that these features could negatively impact user wellbeing and consumer protection.
A key focus of the investigation will be the transparency of Shein’s recommender systems – the algorithms that suggest products to users. Under the DSA, Shein is obligated to disclose the primary factors influencing these recommendations and provide users with at least one option for a recommender system that does not rely on personalized profiling.
According to data published by Shein, from February 1, 2024, to July 31, 2025, the platform averaged 145.7 million monthly active users in EU member states. This figure underscores the scale of Shein’s operations within the bloc and the potential reach of any problematic content or design features.
Shein released a statement acknowledging the investigation and affirming its commitment to complying with the Digital Services Act. The company stated it has “always cooperated fully with the European Commission” and will continue to do so throughout the process, according to a statement reported by RTÉ.
The investigation marks a significant escalation in regulatory scrutiny of Shein, which has rapidly gained popularity in Europe, and globally. The DSA, which came into effect in February 2024, aims to create a safer digital space for users by imposing greater obligations on large online platforms.
