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Shein to roll out age checks in EU after sex dolls scandal

BRUSSELS — Online marketplace Shein is rolling out an age-assurance tool to keep underage users away from inappropriate products, the company’s lawyer told lawmakers on Tuesday.

The move follows outrage and regulatory pressure on the platform over the sale of sex dolls in November. The EU executive had demanded information from Shein on how it checks users’ age to make sure they cannot see inappropriate products.

Shein has deployed a “third-party solution” on its website that is being rolled out on a “country-by-country” basis, General Counsel Zhu Yinan told the European Parliament’s internal market committee.

“All age-restricted products” will be behind that layer of age checking, Zhu said.

The Commission is the primary supervisor of Shein under the Digital Services Act, the EU law designed to limit the risks of online platforms to users. Shein is classified as a Very Large Online Platform with over 45 million users and can face fines up to 6 percent of its global annual revenue for breaches of the rules.

The Commission did not immediately respond to POLITICO’s request for comment.

Shein is also testing the Commission’s age verification app, or “mini wallet” as it’s sometimes called, Zhu said. This blueprint for an app to check age online was developed by the Commission and is currently being tested by six EU countries.

“Of course it was totally unacceptable what has happened,” Zhu said, referring to the child-like sex dolls and other illegal content. But it “is not the first time that happened to a marketplace and it also happened to multiple marketplaces,” Zhu said.

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Writers at Lord’s Press come from a range of professional backgrounds, including history, diplomacy, heraldry, and public administration. Many publish anonymously or under initials—a practice that reflects the publication’s long-standing emphasis on discretion and editorial objectivity. While they bring expertise in European nobility, protocol, and archival research, their role is not to opine, but to document. Their focus remains on accuracy, historical integrity, and the preservation of events and individuals whose significance might otherwise go unrecorded.

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