French Authorities Probe Vinted for Concealed Links in Wake of Shein Debate

Regulatory pressure on the major digital marketplaces has once again brought Vinted to the center of the debate in France. The High Commissioner for Children, Sarah El Haïry, has denounced to Arcom (the French regulator of audiovisual and digital communication) the use of the platform to promote pornographic content through apparently normal ads, such as sales of bikinis or lingerie, which redirect to OnlyFans or Mym profiles. The revelations come from the French media L’Informé and have been confirmed by other national media.

The users involved include contact details in their profiles to continue the conversation on WhatsApp or Telegram and use link aggregators such as Linktree to hide the presence of explicit content. These intermediaries make traceability and detection by both the platform and regulators difficult, a phenomenon that has also been observed in some social networks.

Speaking on a France 3 broadcast, El Haïry warned that “where there are children and teenagers, there are predators,“ stressing that profiles use “totally normal” objects as a hook to divert traffic to adult sites. The case has reopened the debate on the responsibility of generalist platforms in a digital environment where age verification remains a critical point.

Age verification, a critical gap after the French law of 2024

France has required since 2024 that pornographic content sites integrate robust age verification systems, with sanctions including blocking. The measure then triggered clashes with major portals in the sector, some of which suspended their services in the country. The Vinted case poses a different scenario because the platform does not host adult content, but it does host indirect mechanisms to access it, without having age controls on registration or access.

The company has more than 23 million registered members in France, one of its main markets. Its massive use among minors raises additional concerns. For the High Commissioner, the fact that the platforms act as indirect routes to pornographic content calls for a regulatory response comparable to that applied to explicitly adult portals.

When asked by AFP, Vinted declared that it applies “zero tolerance” to unsolicited sexual communications and the promotion of sexual services. The company claims to have “proactive detection tools” to identify suspicious behavior, such as inappropriate comments, and reminds that any illegal or inappropriate content is removed. Sanctions may include the definitive expulsion of the user.

Arcom’s activation comes at a time of regulatory tightening in the European Union, also driven by the implementation of the Digital Services Regulation (DSA). France argues that large-scale platforms must reinforce moderation and prevent their structure from serving as a gateway to content prohibited to minors.

Shein is also being investigated for the marketing of illicit products on its marketplace

The investigation coincides with an agitated context motivated by the landing in the physical channel of Shein in the country, which has sparked political and social controversy for the commercialization of edged weapons and child aesthetic sex dolls through its marketplace. Other online platforms are also under investigation.

This is also a key moment for Vinted, which is preparing to reorganize its structure by selling part of its capital. According to the Financial Times, the deal would put Vinted’s valuation at around €8 billion and allow the exit of some early investors. The transaction, which is at an early stage, would not close until early next year and would be worth “several hundred thousand euros”. A year earlier, the platform had raised €340 million in a round led by TPG, accompanied by funds such as Hedosophia, Baillie Gifford, Invus Opportunities and Manhattan Venture Partners, among others. That transaction valued the company at €5 billion.

The company is also going through a cycle of expansion. Vinted closed the last financial year with a 36.4% growth in sales, up to €813.4 million, and expects to increase its turnover by nearly 40%, to over €1 billion, according to its CEO, Thomas Plantenga. The company posted €76.7 million in profits and an adjusted ebitda of €17.8 million, while its GMV now stands at €10 billion.