盲盒营销中消费者权益保护法律研究

Legal Research on Consumer Rights Protection in Blind Box Marketing

摘要: 盲盒营销作为数字经济时代的新兴消费模式，凭借随机性与收藏价值迅速崛起，但因其特殊交易结构引发诸多消费者权益纠纷。本文以盲盒的法律性质界定为逻辑起点，剖析当前盲盒营销中存在的信息公开不充分、交易规则不合理、未成年人保护不足及维权举证困难等现实困境，梳理现有法律规范，从规范信息披露机制、优化交易规则设计、健全未成年人保护体系、完善维权保障机制及强化协同监管与行业自律五个维度，提出针对性法律完善路径，以期实现盲盒市场的规范发展与消费者权益的有效保障。

Abstract: As an emerging consumption model in the digital economy era, blind box marketing has rapidly risen with its randomness and collectible value, but it has triggered many disputes over consumer rights due to its special transaction structure. This article takes the legal nature definition of blind boxes as the logical starting point, analyzes the current practical dilemmas in blind box marketing, such as insufficient information disclosure, unreasonable transaction rules, inadequate protection of minors, and difficulties in providing evidence for rights protection. It sorts out existing legal norms and proposes targeted legal improvement paths from five dimensions: regulating the information disclosure mechanism, optimizing the design of transaction rules, improving the protection system for minors, perfecting the rights protection mechanism, and strengthening collaborative supervision and industry self-discipline. The aim is to achieve standardized development of the blind box market and effective protection of consumer rights.