The European Consumers Organisation (BEUC) has lodged a complaint against Shein with the European Commission, accusing the fast-fashion retailer of employing "dark patterns" to manipulate consumer behavior. Tactics highlighted include pop-ups warning against leaving the app, countdown timers, and excessive notifications, which BEUC claims may violate EU regulations on aggressive commercial practices. This action reflects a broader regulatory trend addressing manipulative online shopping strategies prevalent in the fast fashion industry, where rapid consumption is driven by psychological manipulation.