Test-Achats joins legal action against fast-fashion retailer Shein

Belgian consumer protection agency Test-Achats is filing a complaint against the global fashion retailer Shein for what it claims is the use of misleading techniques that encourage overconsumption.

The complaint, drafted in collaboration with 24 other consumer organisations across Europe and coordinated by the BEUC (European Consumer Organisation), will be submitted to the European Commission and European consumer protection authorities on Thursday.

The alleged misleading practices targeted include messages announcing limited stock, timers for "flash" sales and social pressure via testimonials from other customers.

“Shein is designed to be addictive: its platform uses powerful algorithms aimed at maximising engagement and spending,” said Test-Achats spokeswoman Julie Frère.

“We expect a strong and swift response from the authorities to put an end to these practices and launch an industry-wide investigation, as our research has shown that [deceptive practices] are a widespread problem across the fast fashion sector.”

The alleged deceptive techniques are used both on the website and on the brand's app via multiple and persistent notifications, according to Test-Achats, which along with the other European consumer organisations argues these practices lead to unwanted spending and economic losses for consumers.

The techniques also promote the circulation of potentially dangerous clothing in Europe and have a direct negative impact on the environment, the groups said.

In February 2025, the European Commission announced it was launching its own investigation into Shein’s compliance with European consumer legislation.

In May, it urged Shein to comply with this legislation and to stop using certain practices such as false promotions or pressure selling, for example through fictitious purchase deadlines.