Distribution: SAMR Issues Guidelines for Business Conduct for Blind Boxes (for Trial Implementation)

SAMR recently issued the Guidelines for Business Conduct for Blind Boxes[1], with the effect of the date of release (June 8^th 2023).

The Guidelines regulate four specific aspects:

1) Prohibited sales.

Items prohibited for sale: Drugs, medical devices, live animals, and flammable and explosive items

Items that are subject to restrictive provisions: cosmetics and food

2) Information disclosure.

Blind box operators are required to publicize the key information such as the commodity value, and the rules and probability for getting the items in the blind box in a prominent manner, and shall guarantee the consumers’ right to know before purchase.

3) “Minimum guaranteed”.

Blind box operators are encouraged to set the caps on the monetary spending and number of purchases so as to uphold rational consumption, and undertake not to hoard or hype their blind boxes, or directly deliver them to secondary market.

4) Protection of minors.

No blind box can be sold to a minor below the age of 8.

For children with age between 8-18, their parent’s approval is requested.

(https://www.samr.gov.cn/zw/zfxxgk/fdzdgknr/zfjcs/art/2023/art_e2facd76a7fb4e90b03912cffb5e7d53.html)

[1] When customers purchase a blind box, they don’t know which specific product they might receive. The products are normally in a collection.