Fake discounts and false deadlines: what the Shein findings mean for every shop
Countdown timers, "was" prices that never were, pop-ups that won't let go. Regulators are calling these tactics what they are — and smaller retailers use them too.
By the Xuru Technologies team · 28 May 2025
Key takeaways
- On 26 May 2025 the EU's Consumer Protection Cooperation Network and the European Commission said Shein's practices breached EU consumer law.
- Issues included fake discounts, pressure selling with false deadlines, misleading information and unclear contact routes.
- Shein was given a deadline to respond and commit to changes.
- Honest pricing and calm design are both safer and better for long-term loyalty.
Many online shops borrow tactics from big marketplaces without thinking twice. Regulators now treat several of them as unlawful.
What happened
Euronews and The Register reported the findings, which also covered misleading product labels and sustainability claims. White & Case summarised the legal points for e-commerce businesses.
Tactics to avoid
- Fake reference prices. Under EU rules, a "was" price should reflect the lowest price in the prior 30 days.
- False urgency. Countdown timers that reset, or "only 2 left" when it isn't true.
- Hidden contact details. Customers must be able to reach you easily.
- Vague green claims. "Eco-friendly" without evidence invites scrutiny.
A better approach
| Instead of… | Try |
|---|---|
| Fake countdowns | Real, dated sale periods |
| Inflated "was" prices | Honest savings based on recent prices |
| Aggressive pop-ups | One polite, easy-to-close offer |
| Vague eco claims | Specific, evidenced product facts |
Frequently asked questions
Do these rules apply to small online shops?
Yes. EU consumer law applies to traders of all sizes selling to EU consumers. This is not legal advice.
Are countdown timers illegal?
Not if they're genuine. A timer showing the real end of a real offer is fine; one that resets or invents urgency is misleading.
How should I show discounts?
Base the reference price on the lowest price charged in the previous 30 days, as required for price reductions in the EU.
Sell more without the tricks.
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