Buying blind? Physical blind boxes in China generally comply with age restrictions and are reasonably transparent

Background and Aims: Blind boxes are physical gambling-like products that consumers buy to receive random prizes, often only with a small chance of obtaining a specific product they desire. These products became globally popular in 2025 and are currently not legally regulated as a form of gambling, so children can buy them. Stakeholders are concerned about potential risks, including overspending and gambling-related harm. China is the first and only country to publish dedicated blind box regulatory policy, requiring age restrictions and transparency. Children under 8 are not allowed to buy blind boxes, and minors aged between 8 and 17 must have parental consent for purchasing. The probabilities of obtaining different random prizes must be disclosed. We assessed whether these policies have been duly implemented on the physical packaging of blind boxes manufactured and sold in China.Design: We conveniently purchased a diverse range of 50 blind boxes, including both well-known brands and lesser-known products. We then analysed all information shown on the physical packaging to identify compliance-related elements.Setting: Shenzhen, ChinaCases: 50 physical blind boxes purchased in November 2025.Measurements: The presence of age restriction information, parental consent requirement, and probability disclosures, and the visual prominence of probability disclosures.Findings: All products (100%) stated that they are not suitable for young children under 8, but 40% failed to also highlight the parental consent requirement for older children aged between 8 and 17. Probabilities were disclosed accurately and completely by 32% of blind boxes, whilst another 48% provided rounded up but still reasonably accurate and complete disclosures, so only 20% failed to disclose sufficiently or at all. The majority (66%) of blind boxes’ disclosed probabilities reasonably visually prominently, but a minority hid relevant information on multiple sides of the packaging (12%) or within a block of descriptive text (8%), making them harder for consumers to find.Conclusions: We observed relatively high compliance with Chinese blind box regulations, in terms of age restrictions and probabilistic transparency, although further improvements are required, particularly in relation to the parental consent requirement for older children and the visual prominence of probability disclosures.