The Chinese online retailer Temu has been warned by European consumer authorities to comply with consumer protection laws or face potential fines. The Autoriteit Consument & Markt (ACM) has revealed that Temu displays misleading discounts, employs pressure tactics like countdown timers, and lacks transparency in review authenticity. With violations reported across multiple EU countries, a joint action among European watchdogs is underway to address these issues. The ACM emphasized the importance of protecting consumer rights and ensuring that fair practices are upheld in the online retail space.