The European Commission has initiated a significant investigation into the Chinese fast-fashion retailer Shein, focusing on the sale of illegal products linked to child sexual exploitation. This follows a recent alarming discovery by French consumer protection authorities, who found child-like sex dolls for sale on Shein's website. The French government had previously threatened to shut down the online store, raising serious concerns about the nature of products being offered to consumers.

Henna Virkkunen, Finland's EU Commissioner and Vice-President of the European Commission, emphasized that illegal products are prohibited in the EU, whether sold in physical stores or online. The Commission's investigation will scrutinize Shein's compliance with European Union laws aimed at protecting consumers and ensuring that products available for purchase do not exploit or endanger individuals, particularly children. This regulatory action reflects an increasing scrutiny of online retail practices and the protection mechanisms in place within the EU.

In addition to focusing on the sale of illegal products, the investigation will also examine Shein's practices related to addictive consumer engagement strategies. This aspect of the inquiry aims to assess if Shein is adhering to legal obligations regarding consumer welfare while utilizing algorithms that enhance user interactions with their platform. The outcome of this investigation may have significant implications for Shein's operations in Europe and for similar online retailers operating under EU regulations.