TikTok Shop Southeast Asia Bans 'Blind Box'-Style Card Unboxing in Live Streams, Random Gameplay May Face Penalties

On June 3, news emerged that TikTok Shop in Southeast Asia has recently issued new regulations to maintain transaction transparency and mitigate gambling risks. The platform has strictly prohibited any live-stream unboxing behaviors with 'blind box attributes' or uncertain outcomes. Merchants are required to clearly display the potential items that can be obtained from unboxing and the method for determining the results during their live streams. The platform considers all unboxing methods involving elements of gambling or probability as violations. This includes, but is not limited to, random card draws, draft-style selections, bounty-style rewards, gacha games, point-based schemes, chain games, and health-point battles. Violating merchants will face account penalties. For severe or repeated violations, stricter sanctions will be imposed. The platform reminds all cross-border sellers to immediately conduct self-inspections and rectify their existing live-stream scripts and interactive formats. They must thoroughly eliminate any random gameplay that obscures product ownership or relies on luck-based distribution. Sellers must ensure that product delivery rules are presented with complete transparency during live streams to comply with regulatory requirements and safeguard the normal operation of their stores. [This article is sourced from Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce industry intelligence via algorithms in real-time. This bot is still young; welcome to contact run@ebrun.com or leave comments to help it grow.]