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1 Mar 2023

Global Compact Network Japan,
Save the Children

Japan: 2023 expanded edition of guidelines on advertising and marketing with impact on children published by Global Compact Network Japan & Save the Children

"【公開のお知らせ】子どもに影響のある広告およびマーケティングに関するガイドライン 2023年増補版" 1 March 2023

[ Japanese-to-English translation: Business & Human Rights Resource Centre ]

The Global Compact Network Japan and Save the Children Japan have published the 2023 Expanded Edition of the Guidelines on Advertising and Marketing with an Impact on Children.

Advertising and marketing activities on the internet, which are becoming increasingly advanced and complex, have a variety of impacts on children, who are particularly vulnerable consumers. Complaints received by the Japan Advertising Review Organisation (JARO) about internet advertising and display exceed those about television advertising and display.

These Guidelines were developed in 2016 with the aim of promoting the protection of children's rights and contributing to the healthy development of children in corporate advertising and marketing. They have been updated in light of recent developments and issues surrounding internet advertising and marketing.

Major additions

  • Addition of an item and commentary on 'points to keep in mind for advertising and marketing on the internet'.
  • Clarification of the definition of advertising in light of the recent internet environment.
  • Addition of a checklist that can be used when creating advertisements.