Fake discounts, pressure sales and other practices on the Chinese fast fashion website have violated the law, the European Union (EU) said.
The block said he had given one month to respond to his discoveries or to face fines based on his sales in EU countries, where he was said to have violated the law.
“Now it is to activate, to comply with the rules and to bring its practices in accordance with EU consumer standards,” said EU Justice Commissioner Michael McGrath.
The Shein spokesman said: “Our priority remains to ensure that European users can have a safe, reliable and enjoyable experience in online shopping.”
The EU said on Monday that its current EU investigation into consumer rights found that “a wide range of practices that consumers face while shopping for Shane and which violate the EU law.”
This included misleading information, fraudulent labels of products, misleading sustainability and hidden contact data.
He also found cases to pretend to offer better transactions, showing a reduction in prices that are not based on actual previous prices and false terms to put pressure on customers under pressure.
The EU also asked Shane to make sure that the inspections and evaluations of its product “are not presented to consumers in a misleading way”.
“All companies that turn to EU users must play according to our rules. Today's action sends a clear message: we will not deviate from holding e -commerce platforms to account for, no matter where they are based,” McGrath said.
A shein spokesman said “works constructively with the national consumer authorities and the EU Commission to demonstrate its commitment to comply with the laws and provisions of the EU and we continue to participate in this process to deal with any problems.”
She has fell under fire because of her business practices before, with January report BBC revealing that some employees work 75-hour weeksin violation of Chinese labor laws.
The same month she was accused “Deliberate ignorance” by MPs in the UK After his lawyer repeatedly refuses to answer questions about where the retailer depletes his cotton.
In response to the BBC investigation into workers' conditions, she said she was “committed to guaranteeing the fair and worthy treatment of all workers in our supply chain” and investing tens of millions of dollars to strengthen management and observance of management and compliance.
“We strive to set the highest pay standards and require all the deliveries partners to stick to our code of behavior,” the message said.