The parent company of Shein, Roadget Business Pte. Ltd., has taken legal action against Twitter in an effort to expose anonymous accounts that are impersonating Shein and damaging the brand’s reputation. Shein, a Chinese fast fashion brand known for its low-cost clothes and allegations of labor violations, has accused rival company Temu of being behind these fake accounts.
In a court filing reviewed by Insider, Roadget Business argues that the fake Twitter accounts use Shein trademarks to promote non-Shein products, leading to confusion among consumers and tarnishing the brand’s image. In an attempt to uncover the identity of the individuals behind these accounts, Shein is seeking access to the IP addresses and advertising identification numbers associated with the accounts, as well as the messages sent and received by the imposters. They are also requesting access to the device address books and phone numbers of the accounts’ contacts, if linked to Twitter.
The allegations against Temu come amidst an intensifying rivalry between the two Chinese fast fashion companies. According to a previous report by Insider, spending on Temu in the United States was 20% higher than on Shein in May, indicating the growing popularity and market presence of Temu.
However, Twitter has thus far refused to comply with a subpoena for account information filed by Roadget Business in February. Twitter’s lawyers argue that the request violates privacy laws under the Stored Communications Act and that proper First Amendment safeguards have not been considered by the Court.
The official Shein Twitter account remains active and verified, while the accounts impersonating the brand, such as @SHEIN_NYC, have been suspended. Shein hopes that by obtaining information about these fake accounts, they can better protect their trademarks and ensure brand safety on the platform.
Lawyers for Roadget Business and representatives for Temu have not yet responded to requests for comment from Insider. The Twitter press team provided an automated response.
Despite Twitter’s refusal to comply with the subpoena, Roadget Business plans to continue its pursuit of account information, emphasizing the importance of protecting its trademarks and brand on social media platforms. They have indicated that they will proceed with legal action to achieve their goals.
It remains to be seen how this legal battle between Shein’s parent company and Twitter will unfold and what impact it will have on the use of fake accounts to impersonate brands. As the fast fashion industry continues to grow and competition intensifies, brands are increasingly relying on social media platforms to connect with consumers. The resolution of this case could set a precedent for how online impersonation is addressed and prevented in the future.