The European Commission specifically noted new requirements for Shein around illegal products on its site. The company will have four months to submit a risk assessment report and will need to introduce mitigation measures against “the listing and sale of counterfeit goods, unsafe products, and items that infringe on intellectual property rights.”

Fast-fashion firm Shein has been drawn under the scope of flagship European Union rules designed to clamp down on illegal and harmful content online.

Chinese-owned fashion app Shein must follow new stricter rules under the European Commission's Digital Services Act after determining the app was large enough to fall under the legislation's measures.

The European Union designated Chinese-founded fast-fashion company Shein as a very large online platform (VLOP) after it reported a huge number of users, the EU said in a statement on Friday. Companies with more than 45 million users are regarded as VLOPs under the EU's Digital Services Act (DSA),

Retailer must implement measures to "protect consumers from purchasing unsafe or illegal goods, with particular focus on preventing the sale and distribution of products that could be harmful to minor