SHEIN Under Growing Pressure

Fast-fashion giant SHEIN is facing mounting scrutiny across Europe as environmental groups and public authorities intensify pressure over hazardous chemicals, product safety, and online platform practices. From alarming laboratory findings to a formal EU investigation, the spotlight on the retailer has never been sharper.

Jean-Luc Crucke Intensifies Inspections

Belgium has responded with stronger enforcement measures. The Federal Public Service (FPS) Public Health completed its annual inspection campaign on PFAS (per- and polyfluoroalkyl substances) in textiles sold on the Belgian market.

Despite Europe’s strict regulatory framework, inspectors confirmed that non-compliant products are still circulating.

In response, Minister Jean-Luc Crucke announced reinforced and intensified controls, with particular focus on online sales channels. These measures build on actions already taken since the start of his mandate.

The strengthened inspection regime pursues three core objectives:

• Protecting the health of citizens
• Safeguarding the environment
• Ensuring fair competition for compliant businesses

Belgium’s move signals that national authorities are no longer willing to tolerate regulatory loopholes in cross-border e-commerce.

European Commission Investigates Under the Digital Services Act

The pressure escalated further when the European Commission launched a formal investigation into SHEIN under the Digital Services Act (DSA).

While the probe does not directly target REACH chemical compliance, it focuses on critical platform governance issues:

• Controls against illegal products sold within the EU, including potential child sexual abuse material such as child-like sex dolls.
• Addictive platform design, including reward systems that incentivize engagement and may negatively affect user wellbeing and consumer protection.
• Transparency of recommender systems, requiring disclosure of key algorithmic parameters and the provision of at least one non-profiled recommendation option for users.

The investigation reflects growing concern that ultra-fast online marketplaces may be failing to meet Europe’s digital safety and consumer protection standards.

• Choose certified textiles. When buying textile products, look for the OEKO-TEX® label. It indicates that the product has been tested for harmful substances and meets strict safety standards.
• Test before you sell. If you place (imported) products on the market, have them tested by Centexbel. With the right equipment and expertise, we perform all required analyses to ensure compliance with European regulations.
• Trust your instincts. If something seems too good — or too cheap — to be true, it probably is. Ultra-low prices can sometimes come at the expense of safety, quality and compliance.