The pan-European consumer group BEUC has formally lodged a complaint with the European Commission against fast-fashion retailer Shein, accusing the company of using manipulative digital marketing tactics known as “dark patterns” to pressure consumers into making unintended or excessive purchases. According to the complaint, Shein’s app and website are designed with features such as persistent pop-ups discouraging users from exiting, countdown timers that create artificial urgency, and endless scrolling that encourages prolonged engagement and impulsive buying. The BEUC also highlighted the company’s frequent push notifications, with one device reportedly receiving 12 alerts in a single day and gamification elements like the “Puppy Keep” game, which rewards daily app logins and purchases with points and discounts. These strategies, BEUC argues, are engineered to fuel mass consumption and overconsumption, undermining fair market dynamics and consumer trust.

From an Indian perspective, dark patterns have also gained significant attention in recent months. The Indian government, particularly the Ministry of Consumer Affairs, has taken a proactive stance, actively engaging with major e-commerce platforms such as Amazon, Flipkart, Swiggy, Zomato, and Reliance Retail to discuss and implement stronger measures against such manipulative practices. The government has emphasised the need for guidelines to curb dark patterns and deceptive interface designs that mislead consumers into making unintended choices across food, travel, and retail sectors. This push in India mirrors the global crackdown on these tactics, as regulators worldwide seek to protect consumers from being manipulated by aggressive and often hidden commercial practices. The Indian stance highlights a growing awareness of the need for digital commerce to be transparent, fair, and consumer-centric, reflecting concerns similar to those raised by European regulators regarding Shein’s business practices.