The online sales platform for clothing designed on the fast fashion model Shein is in turn in the sights of Brussels. She will therefore have to face new obligations.
Digital interfaces coming to us from China have for some time been the subject of greater scrutiny from the authorities. There was obviously TikTok, which is the subject of an in-depth investigation, and which even had to suspend its new TikTok Lite tool under pressure from Brussels. But the European Union also has its eye on online sales platforms from the Middle Kingdom, such as Shein. Who will have to respect much more restrictive obligations.
The DSA unsheathed again
There is a category established by the Digital Services Act (DSA) that all digital players fear: that of “very large online platform. » The companies that are added to this list are in fact those that are subject to the most constraints from the European Commission, with, in the event of non-compliance with the rules, very high fines of up to 6 % of overall annual turnover.
And this Friday, April 26, the European executive took up its finest pen to add a 23rd name to the list: Shein. The company that sells “fast fashion” online, or ephemeral fashion, i.e. clothing produced very quickly, marketed at very low prices, and which has a fairly limited lifespan, will therefore have to comply with additional obligations, from the end of August.
Shein will have to better protect the consumer
“ Measures should be implemented to protect consumers against the purchase of dangerous or illegal products, with particular emphasis on preventing the sale and distribution of products that could be harmful to minors » clarified the European Commission.
Shein will have to carry out an analysis of the risks posed by its activities, which will be submitted in the form of an annual report to the Commission. It will also have to provide access to its algorithms in Brussels, and undergo an external audit every year. Shein has, at the European Union level, 108 million users on its platform, the vast majority of which are made up of very young buyers.
Source : The world
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