Twenty-four consumer organisations from 21 countries, including the Cyprus Consumers Association, filed an official complaint with the European Commission against the online retail platform Shein on May 30, 2025.

The organisations involved also submitted an external alert to the Consumer Protection Cooperation (CPC) Network against the same company.

According to a statement by the Cyprus Consumers Association released on Thursday, the complaint is based on a new study by the consumer organisations which found that Shein “uses various misleading techniques in its online interfaces to push consumers to buy more“.

These so-called “dark patterns” include fake countdown timers, emotionally manipulative games, infinite scrolling, warning messages about limited stock, aggressive marketing tactics, and similar methods that violate the European Directive on Unfair Commercial Practices.

The association said that in February 2025, the European Commission announced an investigation into Shein’s non-compliance with EU consumer rights legislation.

In May 2025, the CPC Network, with contributions from Belgium, France, Ireland and the Netherlands, and under the supervision of the European Commission, instructed Shein to align its practices with EU consumer law.

“Our complaint today complements the European Commission’s and CPC Network’s investigation and brings additional evidence on dark patterns to the attention of the competent authorities,” said the association.

“If Shein does not take corrective action, authorities must intervene to prevent the risk of serious harm to consumers until the company fully complies with relevant European laws,” they added.

The Cyprus Consumers Association also reported findings from consumer organisations regarding clothing and footwear products.

In 2024, Poland’s consumer organisation Federacja Konsumentow examined 16 Shein items, including clothing, underwear and jewellery, and found that more than half contained unsafe heavy metals.

Belgium’s consumer organisation Testachats/Testaankoop examined the chemical composition of 25 children’s clothing and footwear items from Shein in May 2024 and found that 10 out of 25 contained hazardous chemicals.

One item contained such high levels of dangerous substances that it exceeded legal safety thresholds.

In May 2025, a study by Denmark’s consumer organisation Forbrugerradet Taenk examined waterproof jackets from platforms including Amazon, Shein and Temu.

The study revealed that 13 out of 17 products contained PFAS chemicals.

PFAS is a substance that decomposes very slowly and contaminates soil, groundwater and ultimately food supplies.

It is also linked to health risks such as weakened immune function, hormonal disruption and increased cholesterol.

As a result, Denmark has decided to ban the use of PFAS in clothing and footwear imported or sold domestically, starting in 2026.

The Cyprus Consumers Association reaffirmed that it, along with other EU consumer organisations and the European Consumer Organisation (BEUC), is “continuously monitoring the market with the ultimate aim of safeguarding consumer rights both nationally and internationally“.