The European Union has opened a formal investigation into online fashion retailer Shein over allegations that child-like sex dolls were listed for sale on its marketplace, raising serious concerns about illegal products and platform safety under the bloc’s new digital rules.
The probe was announced by the European Commission under the Digital Services Act (DSA), legislation designed to hold large online platforms accountable for illegal content and systemic risks. Regulators are examining whether Shein failed to prevent the listing and sale of products that may violate European laws protecting children.
The investigation follows controversy sparked by reports that dolls resembling minors were available through third-party sellers on Shein’s marketplace in several EU countries. Although the company removed the listings and said it had banned the sale of all sex dolls globally, European officials are assessing whether the company’s existing safeguards were sufficient to prevent such items from appearing in the first place.
Under the Digital Services Act, very large online platforms operating in the EU must conduct risk assessments, swiftly remove illegal goods, and implement effective monitoring systems. Companies found in breach of the law can face significant financial penalties, potentially amounting to up to 6% of their global annual turnover, as well as corrective measures imposed by regulators.
In addition to the alleged sale of illegal products, the Commission is also reviewing Shein’s content moderation systems and recommendation algorithms to determine whether they adequately protect users. Officials are reportedly examining whether design features on the platform could amplify harmful listings or fail to detect prohibited items in a timely manner.
Shein has said it is cooperating fully with EU authorities and takes compliance with European law seriously. The company has stated that it invests in product safety monitoring, seller screening procedures and improved detection tools to prevent banned products from being sold on its site.
The case marks one of the most prominent enforcement actions taken so far under the Digital Services Act and signals increasing scrutiny of global e-commerce platforms operating within the European Union. EU officials emphasized that the opening of formal proceedings does not imply guilt, but rather initiates a detailed investigation that could result in fines, binding commitments, or other regulatory actions if violations are confirmed.
The outcome of the inquiry could have broader implications for online marketplaces across Europe, as regulators seek to strengthen oversight of digital platforms and ensure stricter protections for consumers, particularly minors.
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