Shein Hit with Complaint from EU Consumer Group Over ‘Dark Patterns’
Executive Summary
The pan-European consumer group BEUC has filed a complaint with the European Commission against online fast-fashion retailer Shein over its alleged use of “dark patterns.” These tactics are designed to encourage customers to buy more on its app and website. This complaint follows a similar action against Temu in 2024.
Background Context
Shein, a popular online fast-fashion retailer, has been accused of using “dark patterns” to stimulate mass consumption. These tactics include pop-ups, countdown timers, infinite scroll, and frequent notifications. The BEUC’s complaint highlights concerns over Shein’s business practices and their impact on consumers.
Technical Deep Dive
Dark Patterns
Dark patterns refer to user interface design choices that are made to trick or manipulate users into performing certain actions. In Shein’s case, these patterns include:
- Pop-ups and countdown timers to create a sense of urgency
- Infinite scroll to encourage continuous browsing
- Frequent notifications to keep users engaged
These tactics are designed to stimulate mass consumption and encourage users to make purchases.
Gamification and Engagement
Shein and its rival online discount platform Temu have gained popularity in Europe partly due to their use of gamification and apps that encourage shoppers to engage with games and win discounts and free products.
Real-World Use Cases
Example of Dark Patterns
For example, Shein’s app may display a pop-up notification offering a limited-time discount to encourage users to make a purchase. Similarly, the infinite scroll feature on Shein’s website may lead users to browse through more products than they intended, increasing the likelihood of impulse purchases.
Code Snippet
While there is no specific code snippet available, here is an example of how a pop-up notification might be implemented:
<div id="popup-notification">
<p> Limited time offer! Get 20% off your next purchase! </p>
<button>Dismiss</button>
</div>
Challenges and Limitations
The use of dark patterns raises concerns over consumer protection and fair business practices. The BEUC’s complaint highlights the need for greater transparency and regulation in the e-commerce industry.
Future Directions
The European Commission’s recent notification to Shein of practices breaching EU consumer law and warning of potential fines indicates a growing focus on regulating these tactics. The BEUC’s call for the consumer protection network to investigate other retailers using similar “dark patterns” suggests a broader effort to address these concerns.
