At present, blind box consumption continues to be hot, and some "online blind box dismantling" live broadcasts have also become popular. This type of live streaming combines real-time interaction with the excitement of unboxing, attracting many young consumers. In the current hot situation, some disputes have also arisen. In January 2025, Zhang was attracted by an anime themed card blind box promoted in a live broadcast room on a short video platform. The live broadcast room promotes the opportunity to select rare styles and clearly states that 'returns and refunds are not supported after opening'. Zhang drew a collector's edition card on his first attempt, which greatly boosted his confidence. He immediately placed orders for 300 boxes in a row, with a total amount of over 14000 yuan, all of which were opened in real-time by the anchor in the live broadcast room. However, the subsequent unpacking results fell far short of expectations, and disappointed Zhang applied for a return and refund from the platform after receiving the unpacked card. The platform supports Zhang's demands. But the merchant believes that the product has been opened, affecting secondary sales, and does not agree to refund the payment. After unsuccessful negotiations with Zhang, in December 2025, the merchant sued Zhang to the Tianshan District People's Court in Urumqi, Xinjiang Uygur Autonomous Region, requesting the court to order Zhang to return the full payment. In the trial, Zhang argued that there was suspicion of inducing consumption in the live broadcast room, and the value of the card issued by the blind box did not match the price of more than 14000 yuan. He returned the package without opening it after receiving it, which meets the requirement of "seven day no reason return". After trial, the court believes that the focus of the dispute in this case lies in whether the live broadcast room is involved in false advertising, whether the blind box price is reasonable, and whether the unsealed blind box products can be eligible for "seven day no reason return". The "Guidelines for the Norms of Blind Box Operation (Trial)" issued by the State Administration for Market Regulation (hereinafter referred to as the "Guidelines") clearly stipulate that blind box operators shall provide goods or services with clearly marked prices, shall not charge any fees that are not marked, shall not sell goods at an additional price beyond the marked price, shall not engage in illegal activities such as not clearly marking the price according to regulations, inflating prices, price fraud, etc. They shall also prominently publicize key information such as product names, product types, product styles, extraction rules, product distribution, limited quantity of products, extraction probability, and product value range to ensure that consumers know before purchasing. In this case, the merchant has clearly marked the price and publicly disclosed the probability of sampling, card types, and other related information during sales, which complies with relevant regulations. The core consumer experience of blind boxes lies in the "surprise of uncovering unknown moments". Once a product is opened online, its content is specified, and the "randomness" and "uncertainty" of the blind box are eliminated. The core value of the product has been realized. In addition, if a consumer instructs to continue unpacking after being clearly informed by the host of the "non refundable and non exchangeable after opening" rule, it should be considered as acceptance of the transaction conditions. The Guidelines also specify that blind box operators can not apply "return without reason in seven days" after unpacking blind box goods sold through the Internet after full notification and prompt and confirmation by consumers at the time of single purchase. Therefore, the "seven day no reason return" rule should not be applied in this case, otherwise it will break the integrity foundation of blind box transactions and be detrimental to stable business order. Finally, under the organization of the court, both parties reached a mediation agreement: Zhang paid a partial payment of 8300 yuan to the merchant, and the cards would not be returned. The judge reminds that blind box live streaming, as a new marketing model, enriches consumer scenarios, but at the same time, it also comes with risks such as information opacity. In order to effectively regulate blind box business behavior and protect the legitimate rights and interests of consumers, blind box operators should strictly implement the "Guidelines", truthfully and completely disclose product information and extraction rules in a significant way, and shall not engage in false or induced advertising to ensure product quality and consciously maintain a fair and transparent consumption environment. Consumers should be rational and restrained when consuming blind boxes. Before making a purchase, they should carefully read the rules and recognize the transaction characteristics of "value realization after unpacking", and avoid investing funds beyond their own affordability due to impulsive actions. When the rights and interests are damaged, evidence such as promotional pages, live streaming videos, chat records, etc. should be preserved to protect the rights in accordance with the law. (New Society)