Stealth Marketing Ban (Japan)
Japan's October 2023 amendment to the Premiums and Representations Act prohibiting undisclosed advertising; enforced by the Consumer Affairs Agency (CAA).
What Stealth Marketing Ban (Japan) means
Effective 1 October 2023, Japan amended the Act against Unjustifiable Premiums and Misleading Representations (景品表示法) to formally prohibit 'stealth marketing' — undisclosed advertising disguised as organic content. Under the new rules, any commercial content (paid sponsorships, gifted products with promotional intent, affiliate marketing) must be clearly labelled as advertising. Disclosure must be unambiguous and visible at first glance. The Consumer Affairs Agency (CAA, Shōhi-sha-chō) enforces the rule and can issue cessation orders. Penalties include public naming, business orders, and — for repeat or aggravated cases — criminal liability for company executives. The ban dramatically tightened Japanese influencer marketing standards and aligned the country with FTC/ASA-style disclosure regimes.