Ten Tips for Running Promotions in Japan

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The 2020 Tokyo Olympics will soon be here and brands who are not official sponsors may try to ‘get in on the game’ by running targeted ambush marketing campaigns in Japan.  If you’re planning to do the same read our ten top tips about running compliant promotions in Japan first.

  1. Japan’s consumer protection law, the Act against Unjustifiable Premiums and Misleading Representations (AAUPMR) does not regulate methods of winner selection or requirements for awarding prizes – it’s up to the promoter to decide.
  2. Games of chance and Skill Based Competitions are allowed.
  3. You do not need to register your promotions, which is always a bonus!
  4. Purchase related promotions require a non-purchase related alternative entry method.
  5. There are restrictions on the value of the prize and total prize pool for purchase related promotions.
  6. If Japan is part of a cluster with other markets, the winner selection does not need to take place in Japan and can be conducted in another country.
  7. Also, all entries can be collated, and winners can be selected from a single prize pool with all markets involved (not just entrants from Japan).
  8. Winners must pay income tax if their prize value exceeds 500,000 yen (approximately £3,471).
  9. The official rules, Terms & Conditions and advertising materials do not need to be written in Japanese.
  10. The age of majority in Japan is 20 – so it’s best to keep entrants age at 20+.

If you are planning to run any kind of prize promotion or campaign in Japan contact PromoVeritas for clear, up to date advice. We have an extensive team of lawyers both in the UK and on the ground who can recommend the best way to run your promotion in Japan compliantly. Simply contact info@promoveritas.com to speak to one of our experts.

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