Industry groups urge Brussels to fast‑track new “deemed importer” rules that would put e‑commerce platforms on the hook for customs, VAT, product safety and EPR obligations
BRUSSELS – In a joint statement, a Business Coalition of European business and consumer‑facing organisations has today called on the EU to bring forward deemed importer obligations for online marketplaces such as Shein and Temu, which are currently embedded in the EU Customs Reform and not due to take effect until 2028.
The statement, which includes signatories such as the European Apparel and Textile Confederation (EURATEX), along with the European Footwear Confederation and the European Branded Clothing Association says customs systems are being swamped by billions of small consignments. This is now allowing non‑compliant goods to slip through that may evade VAT, breach product‑safety rules or infringe IP.




