Legal Regulation of "Mystery Box" Marketing Mode in Digital Economy Era

"Mystery Box" as a new means of "selling product" has rapidly become popular online, and there is a trend of spreading from the digital economy to the real economy. However, behind this business marketing mode, there are deeper legal risks such as suspected gambling, consumer fraud, private lottery, and illegal transportation, which will spread to the society and breed disastrous consequences if not regulated in time. Firstly, analyze and summarize the heterogeneity and manifestations of blind boxes; secondly, analyze the advantages and disadvantages of different degrees and models from "self-regulation" to "strict supervision" by drawing on the latest legislative governance experience from abroad; finally, analyze the advantages and disadvantages of various models from the identification of gambling-related behaviors, the determination of gaming interactions, and the prohibition of illegal blind boxes. At the end, provide suggestions for the regulation of blind boxes in China from four aspects: the identification of gambling-related behaviors, the determination of gambling interactions, the prohibition of illegal blind boxes and industry self-regulation, in order to promote the benign development of the digital economy and internal circulation.