Ó Ríordáin welcomes European action on Shein

Dublin MEP Aodhán Ó Ríordáin has strongly welcomed the European Commission’s formal opening of proceedings against fast-fashion giant Shein under the Digital Services Act, describing it as a necessary and long-overdue step.

The investigation centres on three core areas of concern: the presence of illegal products on Shein’s platform, including child sexual abuse material (CSAM) in the form of child-like sex dolls; the addictive design of the platform’s engagement systems; and a lack of transparency around the platform’s recommendation algorithm.

The Labour MEP said “this investigation is welcome. The presence of child sexual abuse material – in any form – on a commercial platform operating in the European Union is not a compliance failure. It is a scandal. It must be treated with the full weight and urgency that the abuse of children demands. I’m calling on the Commission to pursue this investigation as an absolute priority and to use every enforcement power at its disposal.”

The MEP, who has previously written to Commission Executive Vice-President Henna Virkkunen calling for decisive action against platforms like X failing to prevent child sexual abuse content, emphasised that no platform operating in the EU can be permitted to profit while failing its legal obligations to prevent harm to children.

“We are not talking about a grey area. The sale of products that constitute or simulate child sexual abuse material is illegal. Full stop. Shein must be held fully accountable,” he added.

Ó Ríordáin also levelled sharp criticism at the broader design of Shein’s business model.

“Shein has built an empire on addiction. The platform is designed to keep people — including young people — trapped in a cycle of compulsive browsing and purchasing. That is not acceptable commerce. That is exploitation dressed up as convenience,” he said.

The MEP noted that Shein’s recommender system operates with a profound lack of transparency.

“When a platform can push content at a child without that child – or their parent – having any meaningful understanding of why, or any real ability to opt out, something has gone badly wrong,” he warned.

Ó Ríordáin further criticised Shein’s overall business model, which combines ultra-low pricing with a vast, loosely supervised marketplace of third-party sellers.

“Shein’s model relies on a fire-hose of product listings, impossibly low prices, environmentally damaging waste, and the fiction that it cannot be expected to police what it sells. That argument is not credible. Platforms cannot get to choose the rules that apply to them based on how fast they grow,” he said.

Ó Ríordáin concluded by urging the Commission to proceed swiftly.

“The Commission has the powers it needs under the DSA to impose interim measures, seek binding commitments and — if necessary — issue significant fines. Europe has made clear that protecting children online is not negotiable. Shein must come into line with EU law, or face the consequences”.