EU launches formal investigation into Shein over childlike sex dolls

The European Commission has launched a formal investigation into the e-commerce giant Shein for its addictive design and for selling illegal products.

Formal proceedings have been opened under the Digital Services Act (DSA), the legislation aimed at ensuring the safety of digital services used in Europe.

The investigation will examine the systems Shein has in place to limit the sale of illegal products, including content that could constitute child sexual abuse material, such as child-like sex dolls.

The French consumer watchdog reported in November 2025 that Shein was selling childlike sex dolls, and other pornographic content was available on the platform, without any filters to prevent children and other vulnerable people from accessing it.

The Chinese-founded company Shein told the BBC that these articles were immediately taken down and that it was “investigating how these listings circumvented” its screening measures.

The Commission's investigation also focuses on the service’s addictive design, including giving consumers points or rewards for engagement, which, according to the press release, “could have a negative impact on users' wellbeing and consumer protection online.”

The European investigators will also examine the transparency of the recommender systems Shein uses to propose content and products to users.

The DSA requires companies to disclose the main parameters used in their recommender systems, and they must provide users with at least one easily accessible option that is not based on profiling for each recommender system.

In a court hearing in December 2025, Shein accused France of “discriminatory treatment” by a “media and political cabal.”

The company’s lawyer rejected the French government’s claims that it examined 200,000 Shein packages at Paris's Charles de Gaulle airport in 24 hours and found that 80% of the products were non-compliant, saying such examination is impossible, Reuters reported.

The Commission says the opening of formal proceedings will empower it to take enforcement steps, such as adopting a non-compliance decision, which could result in a hefty fine against Shein.

Unlock exclusive Cybernews content on YouTube.