Shein, the ultra-fast-fashion behemoth, is under fire from the European Consumer Organisation (BEUC). Now they’re accusing the company of “darkshaming” customers into buying shoes they can’t afford. The BEUC, the European consumer organization, on behalf of consumer watchdogs from 21 countries, lodged an official complaint to EU regulators, arguing that such practices may be harmful to consumers and society. This complaint follows our own federal investigation. The European Commission and the Consumer Protection Cooperation Network (CPC) started that investigation to Europeanize Shein’s consumerist behavior to make sure it respects European laws protecting consumers.
Further, according to the BEUC, through Shein’s aggressive marketing tactics, consumers are pressured into overspending while overconsumption is incentivized, resulting in economic harm to consumers. In addition, the advocacy group cautions that these tactics exacerbate environmental and social issues often linked to the global fast fashion sector.
On one side, they push for wasteful spending and create costly economic impacts on consumers. On the flip side, they encourage us to overconsume clothing. This frequently involves the use of toxic chemicals, which deceives and disenfranchises consumers in their pursuit of a brown-to-green transition,” said BEUC leaders.
Despite these troubling accusations, shein claims that it has consistently tried to negotiate with BEUC to resolve their issues. Yet, the company asserts that it has sought hundreds of meetings in the last few years. BEUC has refused every single one of these requests.
“Consumers would be best served if BEUC agreed to meet with us, allow us to explain our operations, and discuss openly and transparently any concerns they have. Unfortunately, they have chosen to reject each and every one of our many meeting requests over the last several years.” – Shein
The BEUC has already expressed their disappointment—their dismay, really—at what they characterize as Shein’s refusal to cooperate. “This unwillingness to engage is extremely disappointing, particularly in light of Shein’s growing popularity among European consumers,” remarked a BEUC representative.
As the investigation proceeds, BEUC calls on Shein to respect European consumer protection legislation or risk heavy fines. They contend that Shein should be held to prove its assertions regarding countdown sales and limited stock. If it’s not, then they argue the company must be compelled to cease all harmful messaging within the EU.
Still, the European Commission and the CPC are rightly pursuing an active investigation into Shein. Their mission is to ensure that the corporation respects existing consumer rights and regulations. Whether such “darkshaming” practices can be proven raises serious issues about ethical marketing standards in the fast fashion industry.
BEUC cautions that failing to address these issues may lead to dire effects. Continuing to allow such inaction is shortchanging consumers and all of society. They emphasize accountability and transparency when it comes to marketing practices. This is particularly important in industries such as fast fashion that have a large impact on consumer choices.