EU Hits AliExpress With Record Fine Over Counterfeit and Unsafe Products

The European Union has imposed a record €550 million ($629 million) fine on Alibaba-owned AliExpress, marking the largest penalty issued so far under the Digital Services Act (DSA). According to the European Commission, the marketplace failed to adequately prevent the sale of illegal, unsafe, and counterfeit products, despite previous commitments to strengthen its moderation and risk management systems.

The decision is another sign that the EU is shifting its focus from simply regulating digital platforms to actively enforcing compliance. For online marketplaces operating in Europe, the message is becoming increasingly clear: growth and scale do not reduce responsibility for the products sold through their platforms.

Why AliExpress Was Fined

The Commission’s investigation concluded that AliExpress underestimated the risks associated with illegal listings and lacked effective systems to detect and remove prohibited products. Regulators pointed to shortcomings in several areas, including risk assessments, content moderation, and the resources dedicated to monitoring the marketplace.

Among the products cited were counterfeit goods, unsafe toys, cosmetics, and other items that failed to meet European safety standards. Although AliExpress had introduced measures such as seller verification and brand protection programs, the Commission found these efforts insufficient to address the scale of the problem.

AliExpress has rejected the decision, calling the fine disproportionate. The company says it has invested heavily in improving consumer protection and plans to appeal while continuing to cooperate with European regulators.

The DSA Is Entering a New Phase

Since the Digital Services Act came into force, much of the attention has focused on how large online platforms would adapt to the new rules. This latest decision suggests that enforcement is now entering a more active phase.

AliExpress is the third major platform to receive a significant penalty under the DSA, following earlier actions against Temu and X. Rather than focusing only on illegal content, the regulation also requires very large online platforms to identify and reduce systemic risks, including those affecting consumer safety and counterfeit goods.

For e-commerce businesses, this demonstrates that regulators increasingly expect marketplaces to take a proactive approach. Waiting for harmful products to be reported is no longer considered sufficient.

Marketplace Trust Depends on Reliable Product Information

Counterfeit products create obvious risks for consumers, but they also affect brands, retailers, and legitimate sellers that compete on the same platforms.

As marketplaces continue to grow, maintaining trust depends on verifying products, monitoring sellers, and ensuring that listings accurately represent what is being sold. This requires more than AI moderation or manual reviews. It also depends on structured, standardized product information that helps platforms identify inconsistencies, distinguish genuine products from suspicious listings, and improve the quality of catalog data.

For brands, providing accurate and complete product content also makes it easier for marketplaces and retail partners to verify listings and reduce the spread of misleading or duplicate product pages.

Compliance Is Becoming a Competitive Requirement

The record fine against AliExpress highlights how expectations for online marketplaces are changing.

European regulators are placing greater emphasis on platform accountability, particularly as cross-border e-commerce continues to expand. Consumer safety, product authenticity, and transparent marketplace practices are becoming central parts of digital commerce rather than secondary considerations.

For retailers, marketplaces, and brands operating in Europe, investing in reliable product data, stronger seller verification, and effective compliance processes is no longer only about meeting regulatory requirements. It is also becoming an important part of building customer trust and maintaining a competitive position in an increasingly regulated e-commerce environment.