EU Launches Investigation into Shein for Selling Childlike Sex Dolls

The European Commission has initiated an investigation into the online retail platform Shein for its sale of childlike sex dolls and concerns regarding the platform’s “addictive design.” This inquiry, launched on November 7, 2023, marks the first formal probe into Shein under the Digital Services Act (DSA), a comprehensive EU law aimed at combating illegal content and goods on the internet.

The investigation follows heightened scrutiny after French authorities condemned Shein for offering products that resemble children, a move that sparked public outrage. The European Commission is examining the sale of illegal products, including materials related to child sexual abuse, as well as the transparency of Shein’s recommendation systems.

Regulatory Concerns and Compliance

Founded in 2012 in China and currently based in Singapore, Shein has committed to cooperating with the European Commission. In a recent statement, the company expressed its intention to engage constructively throughout the investigation, emphasizing, “We share the commission’s objective of ensuring a safe and trusted online environment.”

In response to the backlash in France, Shein took prompt action by removing the controversial products and implementing a global ban on sex dolls, regardless of their appearance. The company now faces the challenge of complying with the DSA, which imposes strict regulations on over 20 large online platforms. Non-compliance could result in fines of up to six percent of a company’s global turnover or even a ban for serious violations.

Addictive Features Under Review

The European Commission’s investigation will scrutinize Shein’s existing measures to prevent the sale of illegal products across the 27 EU member states. This includes not only childlike sex dolls but also other items such as weapons, toys, clothing, cosmetics, and electronics that do not meet EU safety standards.

Regulators are particularly concerned about features on the platform that may promote addictive usage patterns, such as rewarding users for engagement. The commission stated, “Addictive features could have a negative impact on users’ well-being and consumer protection online.” An EU official noted that there is a suspicion that Shein has underestimated these risks in its assessments and failed to implement adequate measures to address them.

Brussels is also interested in the algorithms used by Shein to deliver personalized content to users. While the opening of these formal proceedings does not determine the outcome, there is no set deadline for their completion. Shein now has the opportunity to propose commitments that could alleviate the EU’s concerns.

In preparation for this investigation, Shein has reportedly invested significantly in compliance measures related to the DSA. Other retailers, including AliExpress, as well as social media platforms like Facebook, Instagram, X, and TikTok, are also under scrutiny for their adherence to the new regulations.

Critics have voiced concerns regarding the EU’s approach to regulating large tech companies, with some, including members of the administration of former President Donald Trump, labeling the DSA investigations as a form of “censorship.” As the investigation progresses, it highlights the ongoing tension between regulatory bodies and online platforms in ensuring consumer safety and compliance with laws designed to protect vulnerable populations.