Japan's CAA: 13 misleading-ad orders in FY2025, 7 so far in FY2026 (to Sept 30)
Japan's Consumer Affairs Agency has published its running tally of legal actions under the Act against Unjustifiable Premiums and Misleading Representations as of September 30, 2026, along with summaries of cases from October 2025 to September 2026. National cease-and-desist orders total 381, and recent cases cover fake reference prices, coupon deadlines, undisclosed paid posts, origin claims and No.1 claims. It is a practical checklist for any shop that advertises discounts.
Key points
- National cease-and-desist orders total 381 (FY2015 to end-Sept FY2026): 13 in FY2025 and 7 so far in FY2026
- Surcharge payment orders total 133 (10 in FY2025); commitment plans approved total 9 (8 in FY2025); prefecture-level actions total 64
- Published cases include 'regular price' claims on 79 products at a drugstore-group web shop, expiry-date claims on salon coupons by three beauty firms, and imported lobster sold as local spiny lobster in Mie
Background
The Act regulates labels and ads that make a product or service look significantly better or cheaper than it is, with remedies such as cease-and-desist orders and surcharges. According to the document's notes, the surcharge system was introduced in April 2016 and the commitment procedure, which lets a business propose its own remedy plan, took effect with the October 1, 2024 amendment.
The counts reflect the time each action was taken; the notes record that one FY2023 national order was later cancelled on June 25, 2026. FY2026 figures cover only the period up to September 30.
What it means for shops
Restaurants, salons, retailers and online shops that attract customers with discounts, reviews or origin claims can all be affected. Coupon expiry dates, comparisons with a 'regular price', posts by influencers or staff, and origin or No.1 claims appear repeatedly in the published cases.
What shops should do
- Check that discount and coupon deadlines match reality, and that you do not offer the same terms after the stated expiry
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Summaries are written by Seiichi Studio based on the original releases. Always check the source for the exact details.