Commission targets “addictive design” and recommender transparency as scrutiny widens beyond Big Tech

The European Commission has opened formal proceedings against the online fast-fashion giant Shein under the Digital Services Act (DSA), citing concerns about the sale of illegal products, the platform’s “addictive design,” and limited transparency around how its recommender systems steer consumers. The move, announced on 17 February 2026, signals that the EU’s flagship digital rulebook is expanding its bite beyond social networks to include large e-commerce platforms shaping daily consumer habits.

In its announcement, the Commission said the investigation will examine three main areas: measures to prevent the sale of illegal products (including content described as child sexual abuse material), the design features that may drive compulsive use, and the transparency of recommender systems. (European Commission)

Why Shein is in Brussels’ sights

The Commission’s decision follows mounting concerns raised by consumer and child-safety advocates about online marketplaces where listings can move quickly and oversight can be uneven. Euronews reported that the probe includes allegations involving illegal products and scrutiny of gamified engagement mechanics that may encourage excessive use, alongside questions about whether users can understand — or meaningfully control — what the platform’s recommendation tools promote. (Euronews)

Reporting on the investigation, The Verge noted that the Commission’s case also tests whether Shein’s safeguards and transparency obligations meet the DSA standard, with potential penalties that can reach a significant share of global turnover if non-compliance is confirmed. (The Verge)

“Addictive design” becomes a central enforcement theme

The Shein case underscores a broader shift in EU policy: regulators are increasingly treating user manipulation and engagement engineering as safety risks — especially for minors and other vulnerable groups. Earlier this month, The European Times covered the Commission’s preliminary findings on TikTok’s “addictive design”, where features like infinite scroll and autoplay were framed as potential DSA breaches.

In parallel, the EU has already used the DSA to sharpen expectations around protecting minors from exposure to illegal or harmful content online, as detailed in The European Times’ report on investigations into major adult-content platforms.

Procedure, powers, and what to watch

Formal proceedings allow the Commission to request information, interview relevant actors, and adopt interim measures if needed. The case can also end with binding commitments or a non-compliance decision. The Commission’s own notice emphasises that the investigation covers both illegal content risks and systemic product-design issues, reflecting the DSA’s focus on “risk management” rather than reactive takedowns alone. (European Commission)

For Shein, the reputational stakes are as significant as the legal ones: the EU is effectively saying that a platform’s business model and design choices are part of the safety equation. For Brussels, the stakes are equally clear — proving that DSA enforcement can keep pace with high-volume marketplaces whose algorithms and incentives shape what Europeans buy, how long they scroll, and what risks they might encounter along the way.