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Rules, subsidies & lawSocial & web marketingTourism & inbound2 min read

Japan's CAA orders HIS Wi-Fi to fix misleading discount claims

On November 6, 2026, the Consumer Affairs Agency issued a cease-and-desist order to H.I.S.Mobile Co., Ltd. over how its own website advertised the 'HIS Wi-Fi' overseas mobile router rental. The agency found the discount claims gave a misleadingly favorable impression under the Premiums and Representations Act. It is a useful reminder for any shop that runs limited-time sales or 'regular price' comparisons.

Key points

  1. The 'Spring Travel Support Campaign: Unlimited Plan 45% OFF' (shown Feb 5 - May 8, 2025) was found misleading because customers ordering after the period got an even higher discount rate
  2. The '2026 New Year Fair: limited-time 50% OFF' (shown Dec 18, 2025 - Feb 2, 2026) compared against a 'regular price' that had not actually been offered for a considerable recent period
  3. The order requires the company to publicly correct the violation, inform executives and staff of prevention measures, and not repeat similar claims (Articles 5(2) and 7(1) of the Act)

Background

The Act bans representations that make transaction terms look significantly better than they really are (so-called advantageous misrepresentation).

The agency's release treats two patterns as violations: 'order only during the campaign' discounts, and discounts shown against a 'regular price'. The medium was the company's own website, and the displays spanned several campaigns from February 2025 to February 2026.

What it means for shops

Any EC, restaurant, beauty or retail business that shows 'limited-time X% OFF' or 'regular price' comparisons on its website, social media or in-store signs is affected. Shops need to be able to back up both the sale period and the reference price with real sales records.

What shops should do

  1. Check that every 'limited-time' or 'X% OFF' claim matches the actual prices and discounts offered after the period ends

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Original release消費者庁caa.go.jp ↗

Summaries are written by Seiichi Studio based on the original releases. Always check the source for the exact details.

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