TikTok Shop Southeast Asia Bans Blind-Box Card-Opening Formats in Livestreams
To mitigate gambling risks, TikTok Shop Southeast Asia has issued a new rule banning random card-opening activities with blind-box characteristics in livestreams. Violators will face penalties.
What are the key facts?
- 1Restricted region: TikTok Shop Southeast Asia
- 2Prohibited conduct: Blind-box formats and card openings with uncertain outcomes
- 3Purpose: Mitigate gambling risks and improve transaction transparency
What happened?
TikTok Shop Southeast Asia announced that all forms of blind-box card openings and random-outcome formats are prohibited in livestreams, aiming to maintain transparency and compliance in the platform’s trading environment. To protect user rights, the new rule requires sellers to comply during livestreams and avoid exposing consumers to opaque transaction practices. The platform also emphasized that violating accounts may be suspended or otherwise penalized. The rapid growth of livestream commerce in recent years has led to the rise of blind-box formats, which have also created potential gambling risks for users. The policy is intended to maintain a healthy trading environment.
What does this mean for cross-border sellers?
Sellers in the cards and blind-box categories should immediately revise livestream content to avoid account suspension caused by prohibited formats. Do not offer random card-opening activities, and ensure compliance with the new platform rule.