Shein accused of ‘shaming’ customers into buying more than they can afford

Consumer watchdogs accuse Chinese fashion firm of dark' practices in formal complaint to European Commission

Consumer watchdogs from 21 countries have filed a formal complaint to EU authorities about alleged dark" practices by the Chinese fast fashion firm Shein including the shaming" of customers into buying more than they can afford.

The European Consumer Organisation (BEUC) has submitted a 29-page dossier to the European Commission citing multiple examples of dark patterns", or deceptive techniques designed to encourage purchases.