It's a scandal: 'Child-like sex dolls' trigger Shein probe
The European Commission has opened an in-depth investigation into fast-fashion giant Shein, targeting concerns over its addictive design and the sale of illegal products, including child sexual abuse material.
Irish media regulator Coimisiún na Meán (CnaM) will also have a role in the investigation, as Shein has its European HQ here.
The investigation will focus on areas including Shein’s systems to limit the sale of illegal products in the EU.
Products include content which it said could constitute child sexual abuse material, such as child-like sex dolls. The investigation will also look at risks linked to the service’s addictive design, including giving points or rewards for engagement, as well as Shein’s systems to mitigate such risks.
Mandatory Credit: Photo by ITV/REX/Shutterstock (10794174d)Sex dolls‘This Morning’ TV Show, London, UK – 29 Sep 2020
It said addictive features could have a negative impact on users’ wellbeing and consumer protection online. Finally, the investigation will analyse the transparency of the recommender systems Shein uses to propose content and products to users.
Under the Digital Services Act (DSA), Shein must disclose the main parameters, such as clicks, used in its recommender systems. The DSA states such systems must provide users with at least one easily accessible option not based on profiling.
The investigation follows analysis of risk assessment reports provided by Shein, its replies to requests for information, as well as information shared by third parties.
In November, France’s consumer watchdog reported Shein to authorities for selling sex dolls with a child-like appearance.
Pic: Cezaro De Luca/Europa Press via Getty Images
Shein said then it would ban the sale of all sex dolls on its site.
Dublin MEP Aodhán Ó Ríordáin strongly welcomed the investigation, saying: ‘The presence of child sexual abuse material, in any form, on a commercial platform operating in the EU is not a compliance failure. It is a scandal.
‘It must be treated with the full weight and urgency that the abuse of children demands. I am calling on the Commission to pursue this investigation as an absolute priority and to use every enforcement power at its disposal.’
The Commission sent three requests for information to Shein in June 2024, February 2025 and November 2025, seeking more information in relation to consumers’ and minors’ protection, and on the transparency of its recommender systems.
In a statement, Shein said it took its obligations under the DSA seriously and has always cooperated fully with the European Commission, as it will continue to do in this process.
‘Over the last few months, we have continued to invest significantly in measures to strengthen our compliance with the DSA,’ the company said.
‘These include comprehensive systemic-risk assessments and mitigation frameworks, enhanced protections for younger users and ongoing work to design our services in ways that promote a safe and trusted user experience.
‘…Protecting minors and reducing the risk of harmful content and behaviours are central to how we develop and operate our platform,’ Shein said.
