Fast Fashion Shop Shein Set to Face EU Scrutiny Under Digital Content Rules

Fast-fashion firm Shein is set to be swept up by European Union rules designed to clamp down on illegal and harmful content online, in a sign that regulators are paying closer attention to the ecommerce giant.

The company, founded in China and popular with shoppers around the world, will soon be designated under the EU’s Digital Services Act, according to people familiar with the matter. The rules require online marketplaces like Shein to trace the sellers on their platform, add methods for customers to flag illegal content and randomly test for illegal products.