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Temu, Shein Face Tough Online Content Rules As EU Users Soar

Fast fashion e-commerce retailers face rules that apply to Meta, Google, X and TikTok, as their average monthly users in Europe top a key threshold

E-commerce platform Temu says it has faced 'escalating attacks' from Shein.
E-commerce firm Temu faces a lawsuit in Arkansas amid claims that it is risky malware. It could also face a law that restricts its ability to mail goods to the US, if Congress changes the de minimis trade rule (Reuters photo).


Temu, the top Chinese fast-fashion e-commerce retailer, looks set to face tougher EU online content safety rules.

The company, owned by PDD Group will face regulations that already apply to Meta Platforms, Google, Elon Musk’s X and TikTok. Why? Because its average monthly users in Europe rose above a key threshold.

Under the European Union’s Digital Services Act (DSA), companies with more than 45 million users are labelled very large online platforms (VLOPs) and are required to do more to fight illegal and harmful content as well as counterfeit products on their platforms.


ALSO SEE: TikTok Denies Plan to Separate Core Algorithm For US, China


Shein may face same category rules

Temu, which entered the EU market in April last year, said it had about 75 million average monthly active users in the European Union for the six months ended March 31 this year, according to an update on its site.

The European Commission said it was aware that Temu’s user numbers had exceeded the DSA threshold.

“We are in contact with the platform in view of a possible designation in the future,” a Commission spokesperson said.

Chinese-founded fast-fashion company Shein last month reported 108 million average monthly active users in the 27-country bloc and is now in discussions with the Commission on its possible DSA designation.


  • Reuters with additional editing by Jim Pollard



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Jim Pollard

Jim Pollard is an Australian journalist based in Thailand since 1999. He worked for News Ltd papers in Sydney, Perth, London and Melbourne before travelling through SE Asia in the late 90s. He was a senior editor at The Nation for 17+ years.


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