**EU Flags Shein for Deceptive Practices, Issues Compliance Warning**

Shein faces scrutiny as the EU outlines concerns regarding its business practices, demanding compliance or potential consequences.

The European Union (EU) has publicly criticized the Chinese fast-fashion retailer Shein for alleged deceptive sales practices, including fake discounts and high-pressure selling tactics. The EU has given Shein one month to address these serious findings, or the company may face financial penalties based on its sales within EU member states where violations have occurred.

EU Justice Commissioner Michael McGrath emphasized the accountability of companies, stating, "It's now for Shein to step up, respect the rules and bring its practices fully in line with EU consumer standards." This announcement follows an extensive investigation by the EU's consumer rights enforcement body, which discovered a wide range of questionable practices on Shein’s platform.

These issues include misleading product labels, erroneous sustainability claims, and inadequate contact information. Moreover, the EU investigation specifically highlighted how Shein has created a false impression of savings by advertising price reductions that do not accurately reflect previous prices and using deceptive deadlines to pressure consumers into making hurried purchases.

In response, a spokesperson for Shein remarked that the company's priority is to ensure European consumers have a secure and enjoyable online shopping experience. The company has asserted its commitment to cooperating with EU authorities to address the concerns raised.

This is not the first time Shein has faced backlash; earlier reports indicated that some workers were clocking in up to 75 hours a week, violating labor laws in China. The retailer has faced scrutiny from British MPs for dodging questions about its cotton sourcing, prompting accusations of "willful ignorance."

In response to criticisms regarding worker conditions, Shein reiterated its dedication to fair and humane worker treatment throughout its supply chain, highlighting significant financial investments in governance and compliance initiatives. The retailer maintains that it requires its supply chain partners to comply with its code of conduct, aiming to uphold the highest standards of pay.

While facing these controversies, Shein's sales remain robust, with customers reportedly spending an average of £20 per month on its products.