Amphiphilic nonionic block copolymers induce different biological effects on living cells. In particular, the hydrophobic members of the Pluronics family suppress drug efflux systems in multidrug‐resistant cells, whereas hydrophilic Pluronics support cell viability. However, the relationship between the copolymer structure and its binding to cells is still unclear. Using a tritium‐labeling approach, we analyzed interactions of nine Pluronics and three diblock copolymers with human and murine cells in vitro and revealed that the binding efficiency of the copolymers increased in line with the length of their poly(ethylene oxide) (PEO) blocks. In contrast, partitioning of the same polymers into artificial lipid bilayers determined by Isothermal Titration Calorimetry (ITC) decreased with increasing length of the PEO block. The opposite influence of hydrophilic blocks on the copolymer affinity to living cells and artificial lipid bilayers implied the binding of long PEO blocks to the hydrophilic moieties of cellular membranes. © 2017 Wiley Periodicals, Inc. J. Appl. Polym. Sci. 2017, 134, 45492.