BEUC – together with 25 members from 21 countries – filed a complaint today with the European Commission and European consumer protection authorities against SHEIN for its use of deceptive techniques (‘dark patterns’). These push consumers into purchasing more than originally intended and fuel the environmental and societal problems caused by the fast fashion industry.
It’s one of those things where periodically someone gets sanctioned and a few others get scared and stop doing it (or tone it down) for a while.
I guess SHEIN are either overdoing it or they crossed the popularity threshold where companies become more scrutinized