The European Commission has launched a formal investigation into Chinese online retailer Shein, focusing on the sale of illegal products, including child sexual abuse material (CSAM), and the platform’s use of addictive design features to encourage user engagement. The inquiry is being conducted under the EU’s Digital Services Act (DSA), which holds large online platforms accountable for harmful content and transparency in their recommendation systems.
The probe follows reports from France’s consumer watchdog in November 2025, which flagged Shein for selling sex dolls with a child-like appearance. Shein subsequently announced it would ban all sex dolls from its platform. With its European headquarters in Ireland, the company is also subject to oversight by the Irish media regulator Coimisiún na Meán.
The investigation will examine the systems Shein has in place to prevent the sale of illegal products across the EU, including material that could constitute CSAM, such as child-like sex dolls. Regulators will also scrutinise features designed to drive engagement, such as point and reward systems, and assess the platform’s risk mitigation measures.
The Commission will review the transparency of Shein’s recommendation algorithms, ensuring the company complies with DSA rules requiring disclosure of the main parameters used and the provision of at least one recommendation option not based on user profiling.
Henna Virkkunen, EU Commission Executive Vice-President for Tech Sovereignty, Security and Democracy, said, “In the EU, illegal products are prohibited—whether they are on a store shelf or on an online marketplace. The Digital Services Act keeps shoppers safe, protects their wellbeing, and empowers them with information about the algorithms they are interacting with. We will assess whether Shein is respecting these rules and their responsibility.”
The Commission said it will continue to gather evidence during the investigation, which could include requests for further information from Shein or third parties, monitoring actions, or interviews. Officials emphasised that opening the investigation does not pre-judge the outcome or any subsequent proceedings.
In response, Shein said it takes its DSA obligations seriously and has cooperated fully with the Commission. The company stated it has invested in systemic risk assessments and mitigation frameworks, enhanced protections for younger users, and updated its services to promote a safe and trusted experience.
Shein also highlighted measures to protect minors, including the deployment of age-assurance technology across the EU using trusted third-party solutions designed to balance privacy and child protection. “Protecting minors and reducing the risk of harmful content and behaviours are central to how we develop and operate our platform,” the company said.
The investigation marks the latest move by EU regulators to enforce digital safety and transparency standards on major online platforms, particularly concerning content harmful to children and manipulative design practices.
