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European Consumer Groups Escalate Complaint Against Shein Over Misleading Tactics

by THEFUTURE.TEAM

June 5, 2025

Introduction

European consumer organisations are putting the spotlight on Shein’s online practices, with 24 groups from 21 countries, including the Cyprus Consumers Association, filing an official complaint with the European Commission. The complaint, submitted on May 30, 2025, comes amid growing concerns over the platform’s use of deceptive interface techniques designed to boost sales.

Misleading Tactics And Regulatory Response

The complaint alleges that Shein employs a host of so-called “dark patterns” such as fake countdown timers, emotionally manipulative tactics, infinite scrolling, and aggressive marketing warnings about limited stock. These methods, critics argue, contravene the European Directive on Unfair Commercial Practices. In February 2025, the European Commission had already initiated an investigation into Shein’s compliance with EU consumer rights legislation. Following this, the Consumer Protection Cooperation (CPC) Network, with oversight from the European Commission and contributions from Belgium, France, Ireland, and the Netherlands, instructed the retailer to align its practices with EU law.

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Evidence Backed By Recent Studies

The Cyprus Consumers Association has underscored that their complaint augments existing findings by providing further evidence of these dark patterns. They warn that without corrective actions from Shein, regulatory authorities may be forced to intervene to prevent consumer harm. This sentiment highlights the growing urgency among regulators to enforce adherence to established consumer protection standards.

Product Safety Concerns

In addition to issues with online practices, separate studies have raised serious concerns regarding the safety of Shein products. For instance, Poland’s Federacja Konsumentow reported that over half of 16 tested Shein items contained unsafe levels of heavy metals. Similarly, Belgium’s Testachats/Testaankoop found hazardous chemicals in children’s clothing, with one item exceeding legal safety thresholds. A May 2025 investigation by Denmark’s Forbrugerradet Taenk revealed PFAS chemicals in waterproof jackets from various platforms, prompting Denmark to decide on a ban of PFAS-containing clothing and footwear starting in 2026.

Conclusion

The actions of these consumer organisations, in tandem with the European Commission and the CPC Network, underscore a resolute commitment to safeguarding consumer rights within the EU. As regulatory hurdles increase, the case against Shein serves as a reminder that adherence to consumer protection laws remains pivotal in maintaining market integrity and public trust.

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Cyprus Emerges As A Leading Household Consumer In The European Union

by THEFUTURE.TEAM

June 30, 2025

Overview Of Eurostat Findings

A recent Eurostat survey, which adjusts real consumption per capita using purchasing power standards (PPS), has positioned Cyprus among the highest household consumers in the European Union. In 2024, Cyprus recorded a per capita expenditure of 21,879 PPS, a figure that underscores the country’s robust material well-being relative to other member states.

Comparative Consumption Analysis

Luxembourg claimed the top spot with an impressive 28,731 PPS per inhabitant. Trailing closely were Ireland (23,534 PPS), Belgium (23,437 PPS), Germany (23,333 PPS), Austria (23,094 PPS), the Netherlands (22,805 PPS), Denmark (22,078 PPS), and Italy (21,986 PPS), with Cyprus rounding out this elite group at 21,879 PPS. These figures not only highlight the high expenditure across these nations but also reflect differences in purchasing power and living standards across the region.

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Contrasting Trends In Household Spending

The survey also shed light on countries with lower household spending levels. Hungary and Bulgaria reported the smallest average expenditures, at 14,621 PPS and 15,025 PPS respectively. Meanwhile, Greece and Portugal recorded 18,752 PPS and 19,328 PPS, respectively. Noteworthy figures from France (20,462 PPS), Finland (20,158 PPS), Lithuania (19,261 PPS), Malta (19,622 PPS), Slovenia (18,269 PPS), Slovakia (17,233 PPS), Latvia (16,461 PPS), Estonia (16,209 PPS), and the Czech Republic (16,757 PPS) further illustrate the disparate economic landscapes within the EU. Spain’s figure, however, was an outlier at 10,899 PPS, suggesting the need for further data clarification.

Growth Trends And Economic Implications

Eurostat’s longitudinal analysis from 2019 to 2024 revealed that Croatia, Bulgaria, and Romania experienced the fastest annual increases in real consumer spending, each growing by at least 3.8%. In contrast, five member states, with the Czech Republic experiencing the largest drop at an average annual decline of 1.3%, indicate a varied economic recovery narrative across the continent.

This comprehensive survey not only provides valuable insights into current household consumption patterns but also offers a robust framework for policymakers and business leaders to understand economic shifts across the EU. Such data is integral for strategic decision-making in markets that are increasingly defined by evolving consumer behavior and regional economic resilience.