EU Opens Investigation Into Shein

The European Union (EU) on Tuesday said it was formally opening an investigation into the fast-fashion retailer Shein over the company's sale of childlike sex dolls and what the EU called the company's "addictive design," according to multiple news sources.

The BBC reported that the European Commission — the EU's executive arm — will examine what systems the Chinese retailer has in place to prevent the sale of illegal products that could constitute as child sexual abuse. Shein will also be investigated for its transparency of the system it uses to suggest products and content to shoppers.

Shein told The BCC in a statement that "Protecting minors and reducing the risk of harmful content and behaviors are central to how we develop and operate our platform." Multiple news outlets reported that Shein said it would cooperate with the investigation.

The EU is taking action under the Digital Services Act, which requires the biggest online platforms to take extra steps to protect internet users from dodgy products, according to the Associated Press.

Total Retail's Take: The investigation comes about after France urged the EU in November to crack down on the sale of child-like sex dolls on Shein's platform, according to Reuters. The outlet reported that since France's complaints, Shein has stopped the sale of all sex dolls worldwide.

Governments across Europe, the United States and South Asia have begun cracking down on AI-generated content from major tech platforms, with other online retailers including Temu and AliExpress also being investigated.