Irish MEPs call on Europe to tackle Shein's 'empire of addiction'

The commission said that addictive features on Shein could hurt users’ well-being and consumer protection online, highlighting how it gives consumers points or rewards for engagement, and will also look into how Shein mitigates the risks associated with its design. File picture: REUTERS/Dado Ruvic

Europe must act swiftly to tackle the “empire of addiction” created by Chinese online retailer Shein, Irish MEPs have said, after the European Commission launched a major investigation into the platform.

The probe will look into the popular retailer’s systems to limit the sale of illegal products in the EU, including “content which could constitute child sexual abuse material, such as child-like sex dolls”, the commission said.

It said that addictive features on Shein could hurt users’ well-being and consumer protection online, highlighting how it gives consumers points or rewards for engagement, and will also look into how Shein mitigates the risks associated with its design.

Ireland’s regulator Coimisiún na Meán, which has also written to Shein to outline its concerns on protections for minors, is assisting with the European investigation. It comes after French authorities threatened to suspend Shein over the sale of child-like sex dolls late last year.

Labour MEP Aodhán Ó Ríordáin urged swift action to protect children from illegal products and addictive algorithm design.

“The platform is designed to keep people, including young people, trapped in a cycle of compulsive browsing and purchasing,” he said. “That is not acceptable commerce. That is exploitation dressed up as convenience.” 

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Fianna Fáil MEP Barry Andrews, meanwhile, said the commission has powers to take interim actions, and it should not hesitate to do so.

“This investigation is an important EU action in ensuring that European consumers are protected online, and that we stem the flood of ultra-cheap fast fashion, and often dangerous products, from China undercutting Irish and European retailers,” he said.

Shein said it takes its obligations both in Ireland and Europe seriously and took action last year after issues were identified. “Over the last few months, we have continued to invest significantly in measures to strengthen our compliance with the Digital Services Act (DSA),” it said.

“These include comprehensive systemic-risk assessments and mitigation frameworks, enhanced protections for younger users, and ongoing work to design our services in ways that promote a safe and trusted user experience.”