Author 丨 Youth Daily, Youth Shanghai reporter Guo Ying, Wu Kai
Live blind boxes, sky-high blind boxes...
A blind box that is popular with young consumers
Recently, it has been mired in negative public opinion
Yesterday, the Shanghai Municipal Administration of Market Supervision and Administration formulated and issued
Shanghai Blind Box Business Activity Compliance Guidelines
(Hereinafter referred to as the Guidelines)
Draw a "red line" for blind box operations:
Blind boxes may not be sold to minors under the age of 8
The price of a single blind box generally does not exceed 200 yuan
Live blind boxes, etc. are not allowed to be sold!
The "Guidelines" draw a "red line" for blind box operation //
This is the first blind box business activity compliance guideline in China. The Guidelines specify the scope of application of blind boxes:
Blind box business activities refer to the business model in which business operators sell goods (including services) within a specific range in a random way that consumers randomly select them without prior informing them of the specific model, style, service content, and mode of provision of goods, including sales forms such as the Internet, physical stores, and vending machines.
The Guidelines draw a "red line" for blind box operations:
Blind box business activities shall comply with the provisions of relevant laws, regulations and rules, and the scope of business is generally in the fields of daily life consumption, literature, art and entertainment. Laws and regulations clearly stipulate that the sale and circulation of goods prohibited from being sold shall not be sold in the form of blind boxes. Commodities with strict requirements on sales qualifications, storage and transportation, and conditions of use shall not be sold in the form of blind boxes, such as special foods, drugs, medical devices, toxic and harmful substances, inflammable and explosive materials, live animals, etc.
"We hope that through such a compliance guideline, we can guide and regulate the business activities of the blind box, so that it can develop in a healthy and orderly manner." Wu Yandong, deputy director of the Anti-Unfair Competition Department of the Shanghai Municipal Market Supervision and Administration Bureau, said, "Our Guidelines do not actually set any new rights and obligations, but only summarize, refine and summarize the requirements of some existing laws and regulations or policy documents, and provide some compliance suggestions to blind box operators." ”
According to reports, in order to standardize the city's blind box business activities and protect the legitimate rights and interests of consumers, the Shanghai Municipal Bureau of Market Supervision has formulated and issued the "Shanghai Blind Box Business Activity Compliance Guidelines" in accordance with the Civil Code, the Anti-Unfair Competition Law, the E-commerce Law, the Law on the Protection of Minors and the Law on the Protection of Consumer Rights and Interests.
Set within 200 yuan to refer to the small amount of regulations //
It is worth mentioning that the Guidelines regulate the price system of blind boxes:
The actual value of the goods in the blind box should be basically equivalent to its sales price, and the price of a single blind box generally does not exceed 200 yuan, and the price of ordinary goods shall not be raised in the form of a blind box. The extraction rules for blind boxes are clarified.
In this regard, Wu Yandong explained the basis of the 200 yuan limit to the Youth Daily Shanghai reporter: the blind box can provide enthusiasts with some small luck in life, if the value is too high, it may be separated from the attributes of entertainment, and may also involve the scope of other laws and regulations.
"Our proposal to set 200 yuan is mainly based on the provisions on small amounts in existing policy documents, and also refers to the upper limit settings such as WeChat red envelopes that have a certain degree of entertainment." Wu Yandong said, "Our ultimate goal is to return the blind box to the essence of entertainment. ”
According to the Guidelines, blind box operators should publicize information such as the type of goods, the rules for drawing boxes, the quantity of goods placed, and the probability of extraction of hidden funds, fully inform consumers, and retain complete records of probability settings, extraction results, and distribution for future reference. Encourage the setting of a guarantee mechanism, encourage blind box operators to publicize the standard, when the same consumer in the same series of blind box goods to pay to reach the amount or extraction reached a certain number of times, provide a reasonable way so that they can obtain hidden goods or a complete set of series of goods.
Blind Box Head Business Embraces Regulation //
According to the Guidelines, blind box operators are required to establish a convenient and effective complaint handling mechanism, disclose information such as complaint methods, handling processes, and return and replacement standards, and must not prevaricate, delay, or refuse to handle consumer complaints, and regulate marketing hype.
Blind box operators are required not to carry out financial-related marketing, not to intervene in the secondary market market, and not to carry out sky-high price speculation, excessive marketing, and hunger marketing.
The Guidelines also propose mechanisms for the protection of minors. Blind box operators are required not to sell blind boxes to minors under the age of 8. The sale of blind box goods to minors over the age of 8 should confirm the consent of the guardian through different methods such as online and offline.
"We will make corresponding reminders to minors under the age of 8 in accordance with the Guidelines." The relevant person in charge of Bubble Mart said that Bubble Mart will embrace supervision. "I am very grateful to the Shanghai Municipal Bureau of Market Supervision for issuing such a "guideline", which has a better guidance for all blind box operating enterprises, including us." Since Bubble Mart is not a Shanghai-based enterprise, it will consider whether it will implement the Guidelines nationwide in the future.
It is reported that the Shanghai Municipal Market Supervision Department will strengthen publicity and guidance, urge operators who carry out blind box business activities in the city to refer to the Guidelines, establish a corresponding compliance management system, timely assess relevant legal risks, and carry out blind box business activities in accordance with laws and regulations.
Integration: Joanna
Some of the images are from the web