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In this column, we provide an overview of how sports advertising and marketing are regulated in Japan.
1. Alcohol advertisements
As is well-known, persons under the age of 20 are prohibited from drinking alcohol in Japan (Article 1 of the Act on Prohibition of Alcohol Consumption by Persons Under 20). There are also laws which aim to prevent the harmful health effects of alcohol, such as the Basic Act on Measures against Alcohol-related Harm to Health. These laws require the producers and distributors of alcohol products to implement measures to prevent alcohol consumption by persons under the age of 20 and the occurrence, progress and recurrence of alcohol-related harm to health. Driving under the influence of alcohol is also subject to strict penalties under the Road Traffic Act.
In light of these statutory regulations, and as part of its efforts to promote corporate social responsibility (CSR) and industry compliance, the Liaison Council on Alcohol Consumption (Inshu ni Kansuru Renraku Kyogikai), a major alcoholic beverage industry organization, has established voluntary standards for the advertising and promotion of alcoholic beverages and the labeling of alcoholic beverage containers. These standards apply only to alcoholic beverage businesses that are members of the Council and do not carry penalties for non-compliance. Nevertheless, alcoholic beverage businesses which conduct sports-related advertising or promotional activities, and sports organizations which accept advertising or promotional support from alcoholic beverage businesses, should take these standards into consideration and ensure that such advertising and promotional activities are conducted appropriately.
The key provisions of these standards are as follows.
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[Contents] 1. Alcohol advertisements
2. Tobacco advertisements
3. Gambling and betting advertisements
4. Summary
[Related Link]
Japanese: 「【スポーツ法・スポーツビジネス概説③】スポーツにおける広告・マーケティング①」：スポーツ、メディア＆エンターテインメントプラクティスチーム
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