The BEUC, a Pan-European consumer organization, has lodged a complaint with the European Commission against Shein, an online fast-fashion retailer. The grievance centers on Shein’s use of “dark patterns”, a series of strategies designed to increase purchases via its app and website.
Manipulative Tactics
The tactics employed by Shein, as described by BEUC, include pop-up messages urging customers to stay on the app to avoid missing out on deals, countdown timers creating a sense of urgency to finalize purchases, and an infinite scroll feature on the app. All these methods, BEUC asserts, could fall under the definition of “aggressive commercial practices”. The consumer advocacy group further highlighted Shein’s frequent use of notifications, with one instance showing a single phone receiving 12 alerts from the app in one day.
Agustin Reyna, BEUC’s director general, commented on the matter, stating that such tactics align with the fast-fashion trend of stimulating mass consumption through volume. The issue, according to Reyna, lies in whether Shein is willing to abolish these “dark patterns”, given their potential impact on sales numbers.
Shein’s Response and the Role of Gamification
Shein, in response to the allegations, stated, “We are actively collaborating with national consumer authorities and the EU Commission to demonstrate our commitment to compliance with EU laws and regulations.” The company also mentioned that BEUC declined their request for a meeting.
Shein and its competitor, Temu, another online discount platform, have experienced a surge in popularity in Europe, partly due to their apps’ gamified features. These apps engage shoppers with games that offer the chance to win discounts and products. One of the games on Shein’s app, “Puppy Keep”, encourages users to log into the app daily, feed a virtual dog, and collect points that can be exchanged for free items. Points can be earned by browsing the app and making purchases.
Dark Patterns Across the Industry
The BEUC acknowledged that “dark patterns” are not exclusive to Shein, but are commonly employed by many mass-market clothing retailers. In this line, they’ve called on the consumer protection network to broaden its investigation to include other retailers. BEUC’s complaint was supported by 25 of its member organizations across 21 countries, including France, Germany, and Spain.
Last month, the European Commission issued a notification to Shein about practices breaching EU consumer law and warned of potential fines should the company fail to address these concerns. The firm is also under review from EU tech regulators regarding its compliance with EU online content rules.
Questions & Answers
What exactly are “dark patterns”?
Dark patterns are tactics used by companies on their websites or apps designed to manipulate users into making purchases or taking certain actions.
What is the “Puppy Keep” game on Shein’s app?
“Puppy Keep” is a game on the Shein app where users feed a virtual dog and collect points that can be used to win free items. Users can earn more points by browsing the app and making purchases.
What actions has the European Commission taken regarding Shein’s practices?
The European Commission has notified Shein about practices that violate EU consumer law and warned of potential fines if they do not rectify these issues. Additionally, the company is under investigation from EU tech regulators regarding its adherence to EU online content rules.
