Shein Targeted for 'Dark Patterns' in Sales Tactics
A pan-European consumer organization has initiated legal proceedings against the fast-fashion retailer Shein, accusing the company of employing manipulative design strategies, often called 'dark patterns', to increase sales on its website and mobile app.
What Are 'Dark Patterns'?
Dark patterns refer to design techniques that intentionally mislead or pressure consumers into making purchases or taking actions they might otherwise avoid. The complaint highlights several practices by Shein, including:
- Pop-up messages warning customers they could lose out on promotions if they exit the app.
- Countdown timers that create an artificial sense of urgency to complete purchases.
- Infinite scrolling to keep users engaged longer, encouraging more browsing and buying.
- Frequent notifications, with reports of up to 12 notifications from Shein on a single device in one day.
Consumer Group's Concerns
The Bureau Européen des Unions de Consommateurs (BEUC), representing consumer organizations across 21 European countries, alleges that these techniques constitute aggressive commercial practices that stimulate excessive consumption. According to BEUC's director general, these methods are designed to drive high purchase volumes integral to the fast-fashion business model.
BEUC has called for Shein to eliminate these dark patterns to ensure fairer consumer treatment but expressed skepticism about the company's willingness to act given the commercial benefits involved.
Shein’s Response and Regulatory Pressure
In response, Shein stated it is cooperating constructively with national consumer authorities and the European Union Commission to demonstrate compliance with EU regulations. However, BEUC noted that Shein declined its request for a meeting.
Recently, the European Commission formally notified Shein that some of its practices breached EU consumer laws and warned of potential fines if corrective action was not taken promptly. The company is also under scrutiny for compliance with EU online content regulations.
Role of Gamification in Sales
Shein has integrated gamification elements into its app to boost user engagement and repeat purchases. Features such as the "Puppy Keep" game encourage users to interact daily by feeding a virtual dog, earning points that can be redeemed for free items. Points accumulate by scrolling through the app and placing orders, incentivizing continuous app use and spending.
Broader Industry Implications
BEUC emphasized that dark patterns are widespread among mass-market clothing retailers and urged consumer protection authorities to broaden their examination beyond Shein. The complaint was backed by 25 member organizations from countries including France, Germany, and Spain.
Alongside Shein, rival platforms employing similar tactics, such as Temu, have also been subject to consumer complaints in the European market.
