The use of deceptive techniques, known as ‘dark patterns’, which lead consumers to purchase more than intended and exacerbate environmental and social issues associated with fast fashion, has come under scrutiny. These practices hinder consumers’ ability to make sustainable clothing choices.
The associations are urging Brussels to demand that Shein cease the use of misleading techniques and provide evidence validating the authenticity of customer testimonials and messages like “limited stock” or “flash sales.”
Deco emphasized that the ‘ultra-fast’ model results in excessive clothing production and consumption, increasing the use of toxic chemicals, leading to environmental degradation and precarious working conditions.
The association called for a “firm and swift response” from authorities and an extension of the investigation to other platforms employing similar methods.
