Physical Blind Boxes' Compliance with Information Disclosure Requirements: Exploring the Game-like Nature of Blind Box Consumption in the Chinese Regulatory Context

This study assesses whether physical blind boxes sold in Mainland China comply with the information disclosure requirements set out in the 2023 Guidelines on Rules for Blind Box Business Operation issued by the State Administration for Market Regulation. Framing blind boxes as gambling-like products akin to video game loot boxes, the authors examine whether probability disclosures and age restrictions appear on packaging at the point of purchase, and whether they are complete, accurate, and visually prominent. The analysis draws on a convenience sample of 50 blind boxes purchased in Mainland China, including popular brands, well-known intellectual property-based products, and lesser-known or emerging items, with each box's outer packaging coded for disclosure elements.

Probability disclosure was present on 47 of the 50 products, but its quality varied considerably. Only 12 products (24%) provided complete and accurate probability information without hidden figures and with probabilities summing to one. The most common shortfall was the presence of hidden or secret items whose probabilities summed to more than one, creating ambiguity about actual odds. Visual prominence was also limited: fewer than half of the products (48%) placed each item's probability alongside images of the rewards, while many relegated the information to the bottom of pages or to less visible sections.

Age restrictions appeared on all 50 products, with 15+ the most frequent rating, indicating broad alignment with the baseline prohibition on sales to children under eight. Guardian consent statements, however, were missing from 18 products. The authors conclude that formal presence of disclosure does not guarantee meaningful consumer information, and they recommend more standardized rules on probability calculation, hidden-item disclosure, visual placement, and guardian consent labelling.