Run it Right: Promotions in Japan

Abi Roman

The cancelled Summer 2020 Tokyo Olympics will now be taking place in July 2021 and this pivotal sporting event will herald an exciting return for the international sports arena. The eventual return to normal following the Covid-19 pandemic has left people eager to support their sporting heroes and take part in all things Olympics.

This is a perfect opportunity for brands to take advantage of the anticipation and run promotions linked to the Olympics to highlight their brand. Brands who are not official sponsors may try to ‘get in on the game’ by running targeted ambush marketing campaigns in Japan.  It’s fairly straightforward to run promotions there but if you are planning to do anything read our 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. 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.
  5. 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).
  6. Winners must pay income tax if their prize value exceeds 500,000 yen (approximately £3,471).
  7. The official rules, Terms & Conditions and advertising materials do not need to be written in Japanese.
  8. 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.

And if you missed our recent Ambush Marketing webinar where we covered all the key rules and watch-outs for brands trying to get in on the action you can still find out what you missed, just get in touch here.