Pokémon cards: a danger to children?
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26 Apr 2026 •
Reading time: 3 minutes
According to an addiction expert, certain practices associated with Pokémon cards and booster packs bear disturbing similarities to the mechanisms of gambling, particularly for younger children.
A surprise mechanism that raises questions
For many, opening a pack of Pokémon cards is a moment of pure excitement. The anticipation, the discovery, the hope of finding a rare card: everything is designed to evoke strong emotions. This emotional cycle is well known to behavioural specialists. It can prompt some consumers to make repeated purchases, sometimes exceeding their initial intentions.
Tony van Rooij, a researcher at the Trimbos Institute and an expert in gaming and gambling addiction, warns against these practices. Manufacturers deliberately use psychological mechanisms that are also found in games of chance.
Commercial strategies that encourage purchasing
Beyond chance, certain marketing techniques further enhance the appeal of these products. One of the most effective involves encouraging the completion of a full collection. To obtain the entire set of cards in a series, consumers must make multiple purchases. This logic naturally drives consumers to return, time and time again.
Added to this is the influence of social media. On platforms such as YouTube and TikTok, many content creators unbox items or open surprise boxes in front of their audience. These videos, which are often spectacular, give the impression that getting a rare item is common, or even easy.
Children: the primary targets of an enticing system
Whilst these mechanisms affect all audiences, young people are particularly vulnerable. Pokémon cards and blind boxes are extremely popular with minors. According to Tony van Rooij, these products expose children at a very early age to systems based on chance and rarity.
The problem is twofold. On the one hand, children find it harder to assess the probabilities and the actual chances of obtaining a rare item. On the other hand, the emotional impact of disappointment can be more intense than in adults.
Unlike regulated gambling, trading cards and surprise boxes are not subject to any strict limits. There is no spending cap, nor any protection mechanism comparable to those imposed on gambling operators.
However, the researcher does not go so far as to call for a ban. Instead, he calls for consideration of the introduction of limits, particularly to protect minors.
Key differences from gambling
Despite these similarities, Pokémon cards are not legally classified as games of chance. They have fundamental characteristics that set them apart.
Firstly, the buyer always receives a tangible product. Even if disappointed, they never leave empty-handed. The cards can be kept, traded or resold, which gives them a certain value. Secondly, access to these products is less immediate than that of online games. They require a physical purchase and take up real space, which limits impulsive consumption.
This distinction lies at the heart of the arguments put forward by those who reject the comparison with gambling. Niels van de Ven, a professor of consumer psychology at Tilburg University, therefore believes that blind boxes do not generally constitute a form of gambling.