Are exaggerated travel ads regulated?

What the Law Says

Japan strictly regulates misleading or exaggerated advertising—including for travel services—through the Act against Unjustifiable Premiums and Misleading Representations (commonly called the 'Premiums and Misleading Representations Act').

This law prohibits businesses from making false or exaggerated representations about products or services that could mislead consumers regarding price, quality, specifications, performance, or other material features.

Travel-related ads fall squarely within its scope: claims about hotel star ratings, room size, proximity to attractions, included amenities, or 'all-inclusive' pricing must be accurate and substantiated.

Violations can result in cease-and-desist orders, fines of up to ¥3 million, or imprisonment for up to one year—or both—for serious or repeated offenses.

Statutory Text

Any representation relating to the quality, standard, content, quantity, origin, method of manufacture, or any other matter concerning goods or services, which is likely to mislead consumers as to the true facts, shall be deemed a misleading representation.

— Act against Unjustifiable Premiums and Misleading Representations, s. 4 — Prohibition of Misleading Representations

Statutory Text

A person who violates the provisions of Article 4…shall be punished by imprisonment with work for not more than one year or a fine of not more than three million yen, or both.

— Act against Unjustifiable Premiums and Misleading Representations, s. 12 — Penalty

What to Do

Sources