EU gives fashion retailer Shein one month to respond to probe into potential breaches of consumer law

The CCPC said fake discounts potentially include pretending to offer better deals by showing price reductions that are not based on actual prior rates, as required by EU law. Picture: Paulo Nunes dos Santos/Bloomberg

The European Commission has given fast-fashion retailer Shein one month to respond to a probe into practices its regulator believes could potentially be breaching consumer law.

Ireland's Competition and Consumer Protection Commission (CCPC) is co-leading the investigation, which has called on the online marketplace to address several issues, including allegations of fake discounts, pressure selling tactics and unclear information regarding customer rights.