The European Union has launched an investigation into Shein over the alleged sale of sex dolls with childlike features on its website. The e-commerce platform is suspected of multiple regulatory violations that could result in significant fines.

In addition to the sale of potentially illegal products, the European Commission, which is leading the investigation, is examining what it describes as the “addictive” design features of the Chinese-founded platform, now headquartered in Singapore. The Commission is also scrutinizing the lack of transparency surrounding the algorithm Shein uses to recommend products to users.

If confirmed, these alleged shortcomings would constitute violations of the European Union’s Digital Services Act (DSA), potentially exposing Shein to fines of up to 6% of its annual global turnover.

The DSA is a major EU regulation requiring online platforms to protect users from illegal and harmful content and products. The largest platforms — a category that includes Shein — are subject to stricter oversight and enhanced compliance obligations.

“We take our obligations under the DSA very seriously. We have always cooperated fully with the European Commission and will continue to do so throughout this process,” a Shein spokesperson told Agence France-Presse.