Could your business be affected by the European Commission‘s crackdown on illegal product sales through major online platforms? The latest enforcement action against AliExpress signals a significant shift in how the EU regulates digital marketplace safety and compliance.
This development is particularly relevant for manufacturers, importers, and traders who sell products through major online platforms like AliExpress, Amazon, or similar marketplaces. The European Commission’s preliminary findings against AliExpress demonstrate how seriously the EU takes Digital Services Act compliance, with potential fines reaching up to 6% of global turnover. Understanding these enforcement actions helps businesses prepare for stricter marketplace oversight and compliance requirements.
The Commission’s announcement on 18 June 2025 reveals critical insights into how EU authorities assess platform compliance and what standards they expect from large online marketplaces.
The investigation background
The European Commission opened a formal investigation into AliExpress in March 2024. The probe focused on suspected breaches of Digital Services Act rules designed to counter illegal goods and content online.
AliExpress, owned by Alibaba, operates as one of the world’s largest online marketplaces. With over 45 million monthly European users, it falls under the DSA’s strictest requirements for “very large platforms” alongside companies like Facebook and Instagram.
The investigation examined multiple areas including fake medicine sales, minor exposure to inappropriate content, and influencer promotion of illegal products.
Key preliminary findings
The Commission’s interim findings reveal several critical compliance failures:
- Inadequate risk assessment: AliExpress failed to properly assess and mitigate risks related to illegal product dissemination as required under the DSA.
- Weak penalty enforcement: The platform doesn’t appropriately enforce its penalty policy against traders who repeatedly post illegal content.
- Systemic moderation failures: AliExpress’s moderation systems contain weaknesses that make them vulnerable to manipulation by malicious traders.
- Underestimated risk assessments: The company’s own risk evaluations underestimated dangers linked to illegal products on its platform.
These findings directly breach DSA obligations that apply to very large platforms with more than 45 million monthly European users.
Potential consequences
If the Commission confirms these breaches following AliExpress’s response, the platform could face substantial penalties. The DSA allows fines of up to 6% of global turnover for non-compliance.
This represents a significant financial risk for major platforms and demonstrates the EU’s commitment to enforcing digital marketplace safety standards.
The case also sets important precedents for how the Commission will evaluate platform compliance across the digital marketplace sector.
AliExpress response and improvements
AliExpress maintains its commitment to DSA compliance and expresses confidence in achieving “a positive and compliant result” through ongoing dialogue with the Commission.
The platform has implemented several legally binding measures to address identified concerns:
- Enhanced detection systems: Improved capabilities for identifying illegal products including medicines and pornographic material, particularly items distributed through hidden links and affiliate programmes.
- Better flagging processes: Strengthened systems for reporting and handling illegal product complaints.
- Increased transparency: Enhanced advertising transparency and trader traceability measures.
- Research access: Improved data access provisions for researchers studying platform safety.
Broader regulatory context
This enforcement action forms part of the EU’s comprehensive approach to regulating Big Tech through the Digital Services Act and its companion Digital Markets Act. These laws impose strict requirements, obligations, and oversight on how large digital platforms operate.
The Commission is simultaneously investigating other major platforms including Chinese fashion giant Shein and shopping app Temu over similar illegal product risks.
This coordinated approach demonstrates the EU’s systematic effort to ensure all major platforms meet consistent safety standards.
Implications for businesses
The AliExpress case highlights several important considerations for businesses operating through online marketplaces:
- Platform selection matters: Choose platforms with robust compliance systems and strong track records of regulatory cooperation.
- Due diligence requirements: Ensure your products comply with all applicable EU regulations before listing them on any platform.
- Documentation standards: Maintain comprehensive product documentation and safety certifications to support platform compliance efforts.
- Monitoring obligations: Regularly review platform policies and compliance requirements as they evolve in response to regulatory pressure.
- Risk assessment: Evaluate how platform compliance issues might affect your business continuity and market access.
The Digital Services Act’s impact
The DSA represents the EU’s most significant digital regulation framework. It requires very large platforms to implement comprehensive systems for:
- Risk assessment and mitigation
- Content moderation and illegal product detection
- Transparency reporting and external auditing
- User complaint handling and appeals processes
- Researcher data access provisions
Platforms that fail to meet these requirements face substantial fines and potential operational restrictions within the EU market.
Industry response
The European Consumer Organisation BEUC welcomed the Commission’s announcement whilst urging continued pursuit of AliExpress in areas where compliance remains insufficient. This reflects broader consumer advocacy support for stricter platform oversight.
The case demonstrates growing alignment between regulatory authorities and consumer protection groups on digital marketplace safety standards.
The AliExpress investigation represents just one element of the EU’s broader digital platform regulation strategy. Expect continued scrutiny of major marketplaces and increased enforcement of DSA requirements.
Businesses should prepare for:
- Stricter platform requirements: Marketplaces will likely implement more rigorous seller verification and product compliance checks.
- Enhanced documentation needs: Platforms may require more comprehensive product safety and compliance documentation from sellers.
- Increased monitoring: Regular audits and compliance reviews may become standard practice across major platforms.
- Greater accountability: Clear lines of responsibility for product safety and compliance throughout the digital supply chain.
The Commission’s preliminary findings against AliExpress signal that the EU will actively enforce digital marketplace safety standards. Businesses relying on these platforms must adapt to increasingly rigorous compliance requirements.
Ready to ensure your online marketplace strategy meets evolving EU compliance standards? Our team at Alura Group can help assess your digital marketplace risks and develop comprehensive compliance strategies for the Digital Services Act era.
Source: https://ec.europa.eu/commission/presscorner/detail/en/ip_25_1551
