While the announced Digital Fairness Act proposal remains so far at the announcement stage, the last few months have brought to light the DSA's potential - if yet to be tested - to contribute to consumer protection beyond content moderation practices. In this sense, it particularly interesting that this month the European Commission has announced an official investigation into Shein's practices concerning several potential violations, namely:
- potential failure to limit the sale of illegal products, "including content which could constitute child sexual abuse material, such as child-like sex dolls";
- potential failure to monitor systemic risks linked to addictive design "including giving consumers points or rewards for engagement", and adequacy measures that Shein has in place in order to mitigate negative effects on "users' wellbeing and consumer protection"; and
- potential failure to achieve sufficient transparency of the recommender systems in the platform.
The press release does not provide a detailed legal basis for the specific elements, so we did this for you.
First, illegal content. Under the DSA, platforms do not have to actively monitor for the presence of illegal content (article 6), but they have have several obligations that are triggered once a notice is filed (article 16 para 4,5,6), and they are assumed to be legally aware of the illegal content once a valid notice has been filed (art 16 para 3). The commission has previously asked Shein to provide information about how they manage their notice & action systems to counter illegal content and the investigation is meant to obtain further insight.
Second, as concerns the systemic risks, the Commission's framing seems to leverage the understanding of "risk" (assessment, art 34 and mitigation, art 35) referred to in recitals 81 and 83, namely that of addictive features of a platform's design or exploitation of weaknesses, in particular when it comes to children. The gamification mechanisms mentioned in the investigation announcement may structurally encourage consumers to over-spend or just spend more time in the app that normal usage would require. "rewards for engagement" from couponfollow.com
Finally, the Commission wants to know more about how Shein informs consumers about the criteria according to which product presentation is organised and selection is ranked. According to art 27 DSA, this information can be provided in the platforms T&Cs *but* "when several options are available" users must be given the a directly and easily accessible option to choose among these alternatives. The Commission here also indicates that users should be provided with *at least one easily accessible option that is not based on profiling* for each recommender system. This requirement does not follow directly from the DSA but seems in line with the requirements for consent under the GDPR (as it seems unlikely that a webshop would be able to rely on a different legal basis for the profiling).
We do not know how long this investigation will take - the press release makes it clear that the Commission doesn't want to commit to a specific timeline. Of course, the outcome in this file may have broader implications for DSA enforcement and consumer protection, so we will be following (and sharing) any developments with great interest!
