The Competition and Consumer Protection Commission (CCPC) and EU consumer authorities are investigating Temu for potential breaches of consumer protection law, focusing on practices that may mislead consumers or unduly influence their purchasing decisions.

Temu, known for selling discounted products from China with a European base in Dublin, has one month to propose commitments addressing the identified consumer law issues.

The investigation, conducted through the European Commission’s Consumer Protection Cooperation Network, involves practices like fake discounts, fake pressure tactics, missing and misleading information, fake reviews, and hidden information that may violate EU consumer protection laws.

Authorities are assessing Temu's compliance with EU consumer laws on discount calculation, product ranking, review authenticity, trader identification, and environmental claims, requesting information to ensure adherence.

Kevin O’Brien from CCPC highlighted potentially misleading practices found during the investigation, such as fake discounts, countdown timers, and missing/misleading information, emphasizing the importance of consumer rights and informed decision-making.