Brussels (Belgium) (AFP) – The European Union on Tuesday opened an investigation against Shein in the case of child-like sex dolls which were sold on its site, suspecting the online sales platform of having committed several violations of its rules which could result in heavy fines.
Published on: 02/17/2026 - 3:25 p.m.
In addition to the sale of illegal products, the European Commission, in charge of this investigation, says it is targeting the "addictive" aspects of the platform of Chinese origin now based in Singapore and the lack of transparency of its algorithm for recommending products to users.
These breaches, if confirmed by the Commission's investigations, would constitute infringements of the European regulation on digital services (or DSA), which could theoretically result in heavy fines for Shein (up to 6% of its annual turnover).
The DSA is powerful EU legislation that requires online platforms to take steps to protect their users from illegal or dangerous content and products. The largest of these platforms, a category of which Shein is a part, are also subject to a regime of reinforced rules and controls.
“In the EU, illegal products are prohibited from being sold, whether in a store or online,” stressed Commission Vice-President for Digital, Henna Virkkunen.
The DSA “protects consumers, ensures their well-being and gives them information on the algorithms with which they interact”, she defended, while this regulation has its detractors. The DSA is regularly accused by the United States of hindering free speech and targeting foreign companies.
Pressure from France
“We take our obligations under the DSA very seriously. We have always cooperated fully with the European Commission and will continue to do so throughout this procedure,” a spokesperson for the Shein group told AFP.
The group claims to have strengthened its tools for detecting illegal products and implemented additional measures concerning products prohibited to minors, including an age verification system.
"We share the Commission's objective of ensuring a safe and reliable online environment and will continue to cooperate constructively in this procedure," the spokesperson added.
The EU's decision is not a surprise, Brussels having launched steps towards such a procedure in recent weeks, under pressure from France, which asked the EU to crack down, since the discovery at the end of October that illegal products were on sale on Shein.
France welcomed this approach. The ministers responsible for the Economy Roland Lescure, Commerce Serge Papin, and Digital Affairs Anne Le Hénanff were delighted "that the voice of France had been heard" and hoped "that this procedure could be carried out to the end and quickly".
Since November, French authorities have taken multiple initiatives against the platform, founded in China in 2012, but now based in Singapore, for offering for sale sex dolls resembling children and weapons.
After failing to obtain a total ban on the site, the French state asked the courts, which must rule on this request on March 19, to block its marketplace section dedicated to third-party sellers, or "marketplace".
Following the scandal arising from the sale of these child pornography dolls, the group itself blocked its marketplace in France for two months. He reopened it at the beginning of January, after cleaning up the sellers and products offered, and putting in place a series of safeguards.
Shein is also in Europe's crosshairs on another level.
The EU blames Asian e-commerce giants like AliExpress, Temu and Shein for flooding the European market with low-cost products, which too often do not meet European standards.
To combat this competition deemed unfair for European traders, small parcels imported into the EU, which were until now exempt from customs duties as long as their value did not exceed 150 euros, will be subject from July to a surcharge of 3 euros per product category.
© 2026 AFP
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