Shein falls under tough EU online content rules as user numbers jump

A keyboard and a shopping cart are seen in front of a displayed Shein logo in this illustration picture taken October 13, 2020. REUTERS/Dado Ruvic/Illustration/ File photo

BRUSSELS (Reuters) -Chinese-founded fast-fashion company Shein will have to comply with tough new EU online content rules after its user numbers soared above a key benchmark, joining a score of other Big Tech companies already subject to the rules, the European Commission said on Friday.

Companies with more than 45 million users are regarded as very large online platforms (VLOP) under the EU's Digital Services Act (DSA), which are required to do more to fight illegal and harmful content as well as counterfeit products on their platforms.