A coalition of European consumer protection bodies has filed an official complaint against global fast-fashion retailer Shein, accusing the company of using manipulative design strategies—commonly referred to as “dark patterns”—on its website and mobile app. These tactics, aimed at increasing user engagement and boosting sales, have raised red flags among regulators concerned about consumer exploitation and ethical standards in online retail.

The complaint, coordinated by the European Consumer Organisation (BEUC), signals growing regulatory scrutiny of how digital platforms subtly influence consumer behavior to drive revenue, often at the expense of user well-being.

Dark Patterns: Subtle but Powerful Sales Triggers

Dark patterns are intentionally deceptive design features embedded in websites and apps to nudge users into making decisions they might not have made freely. These can include urgency-inducing countdown timers, persistent pop-ups discouraging users from leaving, and features that gamify the shopping experience to keep users hooked.

In Shein’s case, BEUC flagged several specific practices:

• Exit Pop-Ups: Users frequently encounter pop-ups warning them that leaving the app could result in lost discounts, pushing them to continue browsing or complete purchases.

• Limited-Time Offers: Countdown clocks are used to create a sense of urgency, making users feel they must act fast to access a deal.

• Endless Scrolling: The infinite scroll function continuously loads new items, encouraging users to stay longer and explore more products.

• Gamified Features: Shein’s app includes games like “Puppy Keep,” where users collect points by interacting with the app daily, scrolling through products, and making purchases to earn free items.

These features are not simply about engagement—they strategically manipulate user psychology to foster compulsive shopping habits.

Gamification as a Sales Weapon

One of Shein’s most striking tactics is its use of in-app games to keep users coming back daily. In “Puppy Keep,” for instance, users care for a virtual pet by logging in and interacting with the app. The more they play, the more rewards they can earn—often in the form of discounts or free items.

However, skipping a day results in a loss of accumulated points, creating pressure for daily engagement. This seemingly harmless game becomes a tool for habit formation, subtly training users to check the app regularly and shop more often.

This gamified approach mirrors those used in social media and mobile gaming, where engagement is maximized by stimulating reward systems in the brain. When applied to e-commerce, it becomes a sophisticated tool to drive repeated purchases.

A Collective Push for Accountability

The BEUC complaint is not an isolated effort. It comes with the backing of 25 consumer organizations across 21 European countries, including France, Germany, and Spain. This broad alliance signals a collective concern over how digital retailers design their interfaces.

The organizations have submitted the complaint to the European Commission and the broader European Consumer Protection Cooperation (CPC) Network, calling for a comprehensive investigation not only into Shein but also other fast-fashion platforms that use similar strategies.

BEUC emphasized that these practices are not unique to Shein but are becoming increasingly common in mass-market online retail. The coalition is urging authorities to broaden their inquiry to other brands as well.

Temu Also Under Scrutiny

This isn’t the first time BEUC has gone after fast-growing Chinese-based online retailers. Earlier, it filed a similar complaint against Temu, another discount e-commerce platform that has rapidly gained traction in Europe.

Temu was accused of deceptive interface designs and hidden practices that make it difficult for consumers to make informed decisions or close their accounts. Like Shein, Temu uses games and rewards to encourage engagement, blurring the line between entertainment and consumer manipulation.

The rise of these platforms has been driven in part by their use of aggressive digital marketing and addictive shopping experiences. With low prices and flashy promotions, they appeal especially to younger shoppers—but regulators worry these tactics are masking deeper issues of consumer exploitation.

Digital Services Act: A Regulatory Turning Point

The rise of dark patterns has caught the attention of European lawmakers, who are increasingly turning to the Digital Services Act (DSA) as a legal tool to regulate such behavior. The DSA aims to create a fairer and more transparent digital marketplace by holding online platforms accountable for user experience design, transparency, and data protection.

Under the DSA, platforms could be penalized for manipulative design strategies that violate user rights or mislead consumers. If the European Commission finds merit in BEUC’s complaint, Shein could be compelled to redesign its digital platforms or face significant fines.

This moment may serve as a critical test for the EU’s ability to enforce its digital regulations and protect citizens in an increasingly algorithm-driven retail environment.

Shein’s Silence and Consumer Concerns

While Shein has publicly expressed its willingness to comply with European regulations, it has so far not engaged directly with BEUC or responded in detail to the complaint. Consumer groups interpret this lack of direct communication as a red flag regarding the company’s commitment to transparency and ethical operations.

The absence of a firm rebuttal or corrective action plan from Shein has only amplified the urgency of the issue for regulators and watchdog organizations.

In recent months, Shein has also faced criticism over product safety, labor conditions in its supply chain, and misleading product labeling. The growing chorus of concerns is building pressure for the company to demonstrate greater accountability if it wants to continue expanding in European markets.

Consumer Protection in a Digital Economy

The BEUC’s actions reflect a broader movement to reclaim consumer rights in the digital age. As e-commerce platforms adopt increasingly complex strategies to influence user behavior, consumer advocates are demanding clearer guidelines on what constitutes ethical digital marketing and app design.

Educating consumers about how these platforms influence their choices is also crucial. The more users understand how apps use behavioral nudges, the more they can resist manipulative tactics.

However, self-regulation by companies has proven insufficient. As such, regulatory bodies must step in to enforce transparency and fairness in digital commerce, ensuring that consumers are not reduced to data points in a race for profit.

Conclusion

The complaint filed against Shein by BEUC and its member organizations could mark a pivotal moment in how Europe addresses digital manipulation in online retail. As platforms become more sophisticated in influencing consumer behavior, regulators face the challenge of adapting existing laws to protect user rights in the digital space.

Whether this leads to a major overhaul of Shein’s practices—or sets a legal precedent for other retailers—remains to be seen. But the message from consumer advocates is clear: fairness, transparency, and respect for user autonomy must be non-negotiable in the online marketplace.