Fast-fashion company founded in China, Shein, is poised to confront stricter regulations in the EU regarding online content, mirroring similar scrutiny faced by tech giant Meta Platforms.
Under the new rules known as the Digital Services Act (DSA), companies with over 45 million users are categorised as very large online platforms (VLOPs) and are required to intensify efforts against illegal and harmful content, as well as counterfeit products, on their platforms.
Shein, which has been eyeing a US initial public offering, expanded its marketplace into the EU in August 2023. The company disclosed that from August 1, 2023, to January 31, 2024, it averaged 108 million monthly active users across EU member states, a figure that caught the attention of the European Commission.
The DSA, which became effective for all online platforms on Feb 17, encompasses sixteen tech firms, including Amazon.com, and three pornography sites. These companies are currently under the scrutiny of the bloc, which is seeking information regarding the measures taken to combat illegal content and goods sold online. Moreover, the EU is conducting investigations into social media company X and ByteDance's TikTok, with potential fines of up to 6 per cent of a company's global turnover for violations.
The tightening regulations may pose another challenge for Shein's IPO plans, particularly as the company seeks approval from Beijing for a public listing that is likely to face rigorous scrutiny from US regulators.
