EU Opens Formal DSA Probe Into Shein Over Alleged Sale Of Illegal Items, Including Child‑Like Sex Dolls

The European Commission has launched a formal investigation into fast-fashion retailer Shein for potential breaches of the bloc’s Digital Services Act (DSA). Announced on Feb. 16, the probe focuses on the company’s product controls, the transparency of its recommender systems and features the EU describes as an "addictive design." Regulators say some listings on the platform may have included illegal items, including material that could amount to child sexual abuse content.

What the Investigation Covers

According to the Commission’s press release, the inquiry concentrates on three main areas:

Stock image of Shein on App Store displayed on a phone screenJakub Porzycki/NurPhoto via Getty

• Controls On Illegal Products: Authorities will assess Shein’s systems for detecting and removing illegal listings in the EU marketplace, explicitly citing examples such as child‑like sex dolls and other content that could fall within child sexual abuse material (CSAM).
• “Addictive” Design Features: Regulators will examine aspects of Shein’s app and site design that may be intended to maximize user engagement, which the Commission warns can harm users’ wellbeing and raise consumer‑protection issues.
• Recommender Systems And Transparency: Under the DSA, platforms must disclose the main parameters driving recommendation algorithms and provide users with at least one easily accessible option per recommender system that does not rely on profiling. The probe will evaluate Shein’s compliance with these obligations.

Background And Recent Actions

European authorities began scrutiny after reports — including coverage in The Wall Street Journal — that French regulators found listings for sex dolls resembling children on Shein’s platform. Shein has said those listings came from third‑party sellers; where such listings were detected, the company removed the items and banned the sellers.

In November 2025 the Commission formally requested detailed information and internal documents from Shein about how it prevents minors from being exposed to age‑inappropriate material, the age‑assurance measures it uses, and how it prevents illegal products from circulating on its marketplace.

Stock image of a woman holding a Shein shopping bagYUICHI YAMAZAKI/AFP via Getty

Henna Virkkunen, Executive Vice‑President for Tech Sovereignty, Security and Democracy at the European Commission, said: "Illegal products are prohibited in the EU — whether they are on a shop shelf or on an online marketplace. The Digital Services Act keeps shoppers safe, protects their wellbeing and empowers people with information about the algorithms they interact with."

Shein's Response

A Shein spokesperson told the BBC that the company has "continued to invest significantly in measures to strengthen our compliance with the DSA." Shein said it has implemented comprehensive systemic‑risk assessments and mitigation frameworks, enhanced protections for younger users, and ongoing work to design services that promote a safe and trusted user experience. The company also said it is cooperating with local and international authorities to investigate both buyers and sellers where unlawful listings were found.

Potential Consequences

Opening a formal DSA investigation allows the Commission to pursue enforcement steps if violations are found, including fines of up to 6% of a company’s global annual turnover. The inquiry will determine whether Shein has met its obligations under the DSA and whether further action is necessary.

People magazine reported it has contacted Shein for additional comment.