The European Commission announced on Wednesday that it would open an investigation into Shein, the Chinese fast-fashion e-commerce giant. This inquiry is based on the EU's Digital Services Act (DSA) and aims to examine how Shein is addressing the sale of illegal products within the European Union. Of particular concern are child-like sex dolls, which have been the subject of public outrage and scrutiny due to their inappropriate nature, especially in light of Shein's recent expansion into physical retail in France.

Last year, the sale of child-like sex dolls on Shein's platform caused a significant uproar in France, prompting the French authorities to take action against the online retailer just as it was preparing to open its first physical store in the country. In response to the controversy, Shein removed these dolls from its inventory. However, the French high court later dismissed attempts to ban the retailer from operating in the country, highlighting the complexities of regulating such e-commerce platforms under European law.

In addition to the dolls, the investigation will also look into Shein's point system utilized in its e-commerce operations, which may be contributing to consumer addiction. This aspect of the investigation aligns with broader concerns about the marketing practices of fast-fashion retailers and their impact on consumer behavior, particularly among younger audiences. The outcome of the investigation could lead to penalties, including fines or temporary bans on Shein's operations in the EU, setting a significant precedent for the regulation of online marketplaces.