Shein investigated by the DGCCRF: when compliance becomes a strategic issue

After discovering sexually explicit dolls representing children and products that did not comply with applicable regulations, national and European authorities initiated numerous proceedings against the Chinese company, which had recently set up shop at BHV (Paris, France). 

Behind the scandal lies a clear message: product safety is not optional.

All products are subject to strict regulations, which must be complied with by all parties in the supply chain (manufacturers, importers, sellers). At a minimum, products sold must undergo a risk and safety assessment.

The European General Product Safety Regulation (2023/988) strengthens the powers of control and withdrawal of the authorities. We refer to a “general safety obligation” when a product or product category is not already covered by sector-specific regulations detailing the specific standards that apply to it. 

The following products sold on the Shein platform are examples of this:

• toys (Directive 2009/48/EC),

• cosmetics (Regulation 1223/2009), and

• electronic devices (Low Voltage Directive 2014/35/EU). 

In the event of non-compliance, the consequences are severe: damaged reputation, product recalls, fines, and loss of trust among partners. The Shein case illustrates what many companies forget: compliance is not a barrier to growth, it is a lever for credibility.