France’s consumer watchdog has filed an official complaint against fast-fashion retailer SHEIN for selling “sex dolls with a child-like appearance,” sparking widespread outrage and renewed scrutiny of the Chinese company’s online marketplace practices.
The watchdog, known as the Directorate General for Competition, Consumer Affairs and Fraud Control (DGCCRF), confirmed that it reported SHEIN to French prosecutors after finding the dolls listed on the brand’s website.
In a statement carried by several French media outlets, the DGCCRF said the description and categorisation of the dolls “makes it difficult to doubt the child pornography nature of the content.”
The agency also reported the issue to Arcom, France’s online and broadcasting regulator, citing possible violations of the country’s child protection and internet safety laws.
The discovery was made shortly before SHEIN is due to open its first permanent retail store in the world, a flagship outlet in Paris’s historic BHV Marais department store.
The timing of the scandal has reignited criticism of the brand, which has long faced accusations of unethical labour practices, poor environmental standards, and opaque business operations.
In response to the accusations, SHEIN told the BBC that it “immediately delisted the products” once it became aware of the listings and launched an internal investigation.
“We are taking immediate corrective actions and reinforcing our internal controls to prevent this from happening again,” the company said, adding that it was “conducting a comprehensive review” to identify similar items that might have bypassed screening procedures.
A spokesperson for SHEIN said the company maintains “a zero-tolerance policy towards any content or products that violate our platform policies or applicable laws,” stressing that it takes the matter “extremely seriously.”
The DGCCRF has warned that the dissemination of any material considered child pornography via online networks is punishable under French law by up to seven years in prison and a fine of €100,000 (about R2 million).
The agency has also urged online retailers operating in France to review their content moderation systems to prevent similar incidents.
The controversy comes just months after SHEIN was fined €150 million (around R2.6 billion) by France’s data protection authority for failing to obtain proper consent before collecting user data through website cookies.
The company is currently appealing that decision, calling it “wholly disproportionate” and “politically motivated.”
Despite backlash, the company confirmed it will open its Paris outlet as scheduled on Wednesday, with additional stores expected to follow in 2026 under property firm Société des Grands Magasins.
