What Japan Act against Unjustifiable Premiums and Misleading Representations (Keihyo-ho, Act No. 134 of 1962) requires
The Act against Unjustifiable Premiums and Misleading Representations (景品表示法, Keihyo-ho), enacted as Act No. 134 of 1962 and substantially amended in 2014, 2016 and 2023, is Japan's principal regulator of premium offers and advertising representations. Art. 1 sets the law's objective to protect consumers and ensure fair competition. Art. 4 limits the maximum value of premiums (keihin) that businesses may offer with the supply of goods or services. Art. 5 prohibits misleading representations, including: (1) representations that are likely to mislead consumers regarding the quality of goods or services into thinking them substantially better than they are or than those of competitors (Art. 5(1) - yuryo-go-nin); (2) representations regarding price, conditions or other transactional benefits that are likely to mislead consumers into thinking the transaction substantially more favourable than it is (Art. 5(2) - yuri-go-nin, including the dual-price misrepresentation); and (3) representations designated by Cabinet Order as misleading (Art. 5(3)). Art. 7 authorises the Consumer Affairs Agency (CAA) and the Japan Fair Trade Commission to issue cease-and-desist orders requiring the violator to stop the conduct, take measures to prevent recurrence and inform the public. Art. 8 enables the imposition of a surcharge (kacho-kin) order of up to 3 percent of the relevant sales revenue, increased to 4.5 percent under the 2023 amendment for repeat offenders.
Pillar: Sales, Marketing & PR · Authority: Consumer Affairs Agency (CAA) and Japan Fair Trade Commission via e-Gov Laws (Government of Japan) · Version: 1.0.0 · Last updated:
Primary source: https://laws.e-gov.go.jp/law/337AC0000000134
SHA-256 integrity: d3480982bcc7a2d3edc8b5ad94fc7797bf8f4219576c49828f9c8e5620c09acc
Primary Citations — 9 traced to source
- Keihyo-ho Art. 1 - Purpose (protection of consumers and fair competition)
- Keihyo-ho Art. 4 - Limitations on premium offers (keihin)
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