Fake discounts on Shein 'breach law', EU says1 day ago Share Save Mitchell Labiak Business reporter, BBC News Share SaveGetty ImagesFake discounts, pressure selling, and other practices on Chinese fast-fashion website Shein breach the law, the European Union (EU) has said. "It's now for Shein to step up, respect the rules and bring its practices fully in line with EU consumer standards," said EU justice commissioner Michael McGrath. A Shein spokesperson said: "Our priority remains ensuring that European consumers can have a safe, reliable, and enjoyable online shopping experience." The EU said on Monday its ongoing investigation from the EU's consumer rights enforcer found "a broad range of practices with which consumers are confronted while shopping on Shein and that are in breach of EU law". "All companies reaching out to EU consumers must play by our rules.