The Competition and Consumer Protection Commission (CCPC) of Ireland, along with consumer authorities from Belgium, France, and The Netherlands, and the European Commission, has called on the online retailer SHEIN to rectify practices that potentially breach EU consumer law. The authorities have identified several concerning issues, including fake discounts, pressure selling tactics, and unclear information regarding consumer rights.

Among the specific issues highlighted are fake discounts, where SHEIN allegedly presents price reductions that do not reflect actual prior prices, violating EU regulations. Additionally, the company is accused of employing pressure tactics, such as creating false deadlines to compel consumers to make purchases. There are also concerns about incomplete and misleading information regarding consumers' rights to return goods and receive refunds.

Other deceptive practices include misleading product labels that imply special features that are actually required by law, as well as false claims about the sustainability benefits of certain products. Furthermore, SHEIN has made it difficult for consumers to contact the company for inquiries or complaints due to hidden contact details.

The ongoing investigation is part of the European Commission’s Consumer Protection Cooperation (CPC) Network, co-led by the CCPC and other national authorities. SHEIN has been given one month to propose commitments to address these identified issues. If the company fails to respond adequately, national authorities may pursue further investigations and enforcement actions, which could include fines based on SHEIN's annual turnover in the relevant member states.

Patrick Kenny, a member of the CCPC, emphasized the importance of allowing consumers to shop without pressure from misleading practices and highlighted the legal obligations of e-retailers to provide transparent information about their products and consumer rights.