The Chinese fast-fashion online retailer is now subject to EU rules as a "very large online platform," joining tech firms including Apple, Amazon and Microsoft. The rules include measures to protect online users.

Fast-fashion firm Shein has been drawn under the scope of flagship European Union rules designed to clamp down on illegal and harmful content online.

By Charlotte Van Campenhout 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,

The European Union designated Chinese-founded fast-fashion company Shein as a very large online platform (VLOP) after it reported a huge number of users, the EU said in a statement on Friday. Companies with more than 45 million users are regarded as VLOPs under the EU's Digital Services Act (DSA),

The Chinese online clothes retailer Shein is set to face strict EU digital rules after the European Commission classified the company as a "very large online platform" (VLOP) on Friday. Businesses classified as VLOPs and search engines with more than 45 million active users per month are subject to particularly strict requirements.

Retailer must implement measures to "protect consumers from purchasing unsafe or illegal goods, with particular focus on preventing the sale and distribution of products that could be harmful to minor