Cheap Clothes, Big Consequences: Shein’s 2025 Scandal Explained
Shein is facing growing scrutiny in Europe after regulators issued millions of euros in fines and social media users exposed disturbing product listings on its marketplace, raising concerns about platform moderation and misleading environmental claims.
The controversy started on TikTok. People started noticing listings for sex dolls that looked disturbingly childlike. Although the products were sold by third party vendors, critics questioned how such items were allowed to appear on Shein’s platform and reach thousands of users.
Shein moved quickly to remove the listings, stating that such products violate its policies and that any items resembling minors are strictly prohibited. The company said the listings had bypassed approval processes, though the explanation failed to reassure many users.
As the backlash spread online, French authorities warned Shein that it could face a national suspension of its website if the products were not removed, signalling increasing regulatory pressure on digital marketplaces.
This was not Shein’s first incident this year as months earlier, European regulators spent time inspecting environmental claims including statements of products being ‘fully recyclable’, along with aims to reduce greenhouse gas emissions by 25% by 2030.
Investigators found that many of these claims were inaccurate. Emissions reportedly increased in 2023 and 2024, contradicting Shein’s stated goals, while several products labelled as recyclable were found not to be so.
On July 3, 2025, France’s consumer authority DGCCRF fined Shein €40 million for deceptive commercial practices.
This is a big deal because when fashion brands like Shein that mass produce cheap clothes use words such as sustainable, recyclable and eco-friendly, it carries a lot more weight. Greenwashing can mislead customers into thinking they are making environmentally friendly purchases which can be damaging for Shein’s reputation.
Beyond regulatory fines and social media backlash, the controversy has raised broader concerns about how consumers engage with online marketplaces like Shein. Many shoppers rely on sites already being moderated and accurate product descriptions to make informed purchasing decisions. When inappropriate or misleading listings appear, it can undermine trust not only in the seller but in the platform as a whole.
Labels such as “recyclable” or “eco-friendly” can influence buyers who are trying to reduce their environmental impact. Regulators have warned that misleading sustainability claims may cause consumers to believe they are making responsible choices when, in reality, the environmental benefits may not exist.
2025 marks a notable year for Shein, combining social media backlash and legal accountability. For consumers and regulators alike, it serves as a reminder that global brands must maintain transparency across both their products and claims.
by Nick Macalister
