by：Kensho Onoda、Poom Kerdsang [toc] 0. Introduction Advertising and marketing activities in the Japan are subject to strict consumer protection rules. At the center of these rules is the Act against Unjustifiable Premiums and Misleading Representations (the “Premiums and Representations Act”). This article focuses particularly on the Act’s regulation of representations (“advertising claim”), outlining the its objectives, regulatory requirements, violation consequences and risks, as well as key considerations for foreign companies seeking to enter the Japanese Market. 1. Overview The Premiums and Representations Act was enacted in 1962 and is administered by the Consumer Affairs Agency as part of Japan’s consumer…