The Chinese application Temu is accused of commercial manipulation. European consumer associations are filing a complaint against the online commerce platform. Since its arrival in Europe in 2023, Temu has made a place for itself by selling low-end, often discounted items. But for Beuc, the federation which defends consumers in the European Union, the application uses deceptive practices.
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Nearly 75 million European customers per month, discounts in every direction, often up to -90%, games to win gifts and products for just a few euros… On Temu, everything is done to encourage spending more, even if it means not respecting certain rules. “ The price displayed on the first window and the price in the basket are not the same. There is very little information and when there is information, it is very complicated to find. The algorithms must say by what means, on what grounds, on what criteria we will send such advertising », explains Brune Blanc-Durand, responsible for the files digital at UFC-Que-Choisir.
The French consumer association is participating in European action. These obligations are provided for by law. The complaint was filed with the European Commission, but also nationally in 17 countries, invoking the DSA, the European Union regulation on digital services.
Adaptation to local preferences depending on the platform
Temu, for his part, reacted. The platform advocates adaptation to local preferences which takes time. “ A false excuse », for Brune Blanc-Durand. “ Temu could not decently ignore this regulation. It was already known in October 2022. The goal of European action is to demonstrate that it is a practice that is widespread », she adds.
This is the first time that the DSA has been cited by associations against a platform. The text only regulates digital systems. Other procedures have also been initiated by associations, in particular on the conformity of products sold by Temu.