Brussels (EuroEFE).- On Tuesday, the European Commission (EC) announced the initiation of an investigation against the Chinese platform Shein, due to «addictive design», a lack of clarity in its recommendation systems, and the marketing of illegal products, including «child sexual abuse material». The formal process focuses on the mechanisms that the platform employs to restrict the marketing of illegal products in the European Union (EU), including «content that could be considered child sexual abuse material». The investigation centres on the «risks» associated with what Brussels defines as «a service design that promotes addiction», which includes offering points or rewards to users for their participation, as well as «the difficulties that Shein faces in addressing these risks». The community executive explained that «addictive properties could affect user well-being and online consumer safety». Finally, the Commission will carry out an investigation into the clarity of the recommendation systems that Shein employs to suggest products to users. According to the DSA, the platform «must disclose the main criteria used (..) and must offer users at least one option that is accessible and does not depend on profiling for each recommendation system».
Brussels opens an investigation into Shein for its «addictive» design and the sale of illegal products.
