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The EU takes aim at Shein: What about trade mark law?
7.2.2025
Translation: machine translated
Dubious quality, illegal content and trademark infringement: The Chinese shop Shein must provide the EU Commission with extensive information and concrete measures within three weeks. Otherwise it will be expensive.
Shein already had to respond to a formal request for information in June 2024. But this time, the EU is going even further - and is hinting that formal proceedings could follow. If Shein is found to be in breach of the DSA, the company could face severe penalties.
What exactly does the EU want to know from Shein?
The EU Commission is primarily interested in three questions:
1. How does Shein deal with illegal suppliers on its platform?
Products with counterfeit brand names and items that are hazardous to health (e.g. highly flammable fashion items) have been discovered on the platform in the past. Brussels wants to know what measures Shein is taking to prevent such offers.
2. How does Shein protect consumers and public health?
The EU requires a detailed risk assessment: Are buyers sufficiently warned about dangerous or non-compliant products? Are there mechanisms in place to quickly remove such items from the range?
3. How does Shein handle the data of its European customers?
Does Shein face official proceedings?
If the Commission is not satisfied with Shein's answers, it could initiate official DSA proceedings under Article 66. Particularly explosive: once a procedure is underway, the EU can extend it to other topics at any time - for example to tax issues or working conditions in supply chains. If Shein does indeed violate EU rules, this could mean longer delivery times, less product choice or even higher prices for EU customers.
Header image: Shutterstock
I've been tinkering with digital networks ever since I found out how to activate both telephone channels on the ISDN card for greater bandwidth. As for the analogue variety, I've been doing that since I learned to talk. Though Winterthur is my adoptive home city, my heart still bleeds red and blue.
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