Consumer rights group BEUC has filed a complaint against Shein for using aggressive sales tactics and deceptive design techniques, known as dark patterns, to manipulate consumers into making purchases. The complaint highlights Shein's misleading practices, including false urgency and peer pressure, and calls for regulatory action from the European Commission. The report indicates that Shein is the most manipulative fast fashion retailer, surpassing others like H&M and Zara. The complaint aims to address broader issues in e-commerce regulation across the EU.