【Focus on "3·15"】Blind Box Consumption Disputes Increase, China Consumers Association Reminds Against Impulsive Consumption

The China Consumers Association recently learned that, currently, blind box consumption is popular among young consumers due to its “unknown surprise” attribute, but related consumer disputes are also increasing. According to complaints about blind box consumption handled by the “National Consumer Association Wisdom 315” platform in 2025, the average amount involved in disputes is as high as 4,427 yuan, with the highest single complaint reaching 300,000 yuan.

It is reported that consumer complaints mainly focus on issues such as lack of transparency, excessive inducement to consumption, and delayed or evaded after-sales service. There are cases where adult consumers engage in continuous irrational purchases to obtain hidden styles, accumulating high amounts spent, as well as minors placing multiple orders for blind box-style sales of trendy toys, cards, cosmetics, and other products without guardians’ knowledge or consent.

To better protect consumers’ legitimate rights and promote the healthy and orderly development of blind box consumption, the China Consumers Association advises consumers to recognize their purchasing needs and avoid impulsive buying. As a fun-oriented consumption method, blind boxes aim to enhance appeal and increase transaction conversion rates through uncertainty. However, under the influence of some unscrupulous merchants engaging in excessive marketing, blind box consumption is gradually showing a certain “investment” tendency, especially in the secondary market where prices for rare or hidden-style blind boxes are speculated upon, attracting many consumers with a speculative mindset to rush for purchases.

The China Consumers Association points out that consumers should be clear on the following when purchasing blind boxes: First, the actual probability of obtaining hidden or limited-edition items is very low, so avoid irrational buying. Second, review the core rules specified by the seller before purchasing, such as product types, quantities, draw probabilities for each style, the number of hidden items, and return policies—do not buy blindly. Third, be cautious of promotional phrases like “internal channel price,” “direct from manufacturer,” “guaranteed,” or “very high probability,” and beware of traps such as “mismatch of goods,” “secondary sales,” or “false advertising.” Do not pay unreasonable premiums for “social currency” labels. Fourth, establish rational consumption habits by setting spending limits and purchase quantities based on your financial situation and actual needs. Avoid frequent high spending due to curiosity, peer comparison, or blind following, and do not hold a gambling mentality of “trying again might recover costs.”

Blind box consumption should not follow “blind rules.” The China Consumers Association urges relevant operators to strictly abide by the law and eliminate illegal behaviors such as hype and false advertising.