Online retailer Shein is latest to face strict European Union digital regulations

LONDON (AP) — Online fast-fashion retailer Shein must face the European Union's strictest level of digital regulations, the bloc said on Friday as it added the company to its list of big platforms that need extra scrutiny.

The EU's Executive Commission said it formally classed Shein as a “very large online platform” under the 27-nation bloc's Digital Services Act, an expansive rulebook designed to clean up online platforms and keep internet users safe.

Shein is a low-cost online retailer that was founded in China but is now based in Singapore. It reaches customers mainly through its app. It didn’t respond immediately to a request for comment.

Shein has had a meteoric rise in the West by offering low-cost apparel and household items, primarily targeting younger women through social media partnerships with online influencers and celebrities.