On 18 September 2026 Japan's Consumer Affairs Agency (CAA) announced that it had issued an order under Article 7(1) of the Act against Unjustifiable Premiums and Misleading Representations (the Premiums and Representations Act) against 株式会社金宝堂, concerning representations for a funeral service supplied by the company. The CAA found that the conduct fell under Article 5(ii) of the Act (misleading representation as to advantageous terms).
This page sets out what the CAA published, together with the statutory wording.
Overview
| Item | Detail |
|---|---|
| Date of announcement and order | 18 September 2026 |
| Issuing authority | Consumer Affairs Agency |
| Addressee | 株式会社金宝堂 (Shibuya, Tokyo) |
| Legal basis | Article 7(1), Premiums and Representations Act |
| Provision found applicable | Article 5(ii) |
| Service concerned | Family funeral service using private halls, supplied under the trade name 小さな森の家 |
| Medium | TV commercials broadcast on terrestrial television |
The representations
According to the published material, the commercials broadcast from 1 to 24 March 2025, for example, included:
- On-screen text reading "one family per day, private hall"
- The voice-over "so many halls to choose from" with matching on-screen text
- The voice-over "great-value plans from this price" with on-screen text reading "family funeral from 104,500 yen (tax incl.)"
The CAA stated that these representations gave the impression that the service was available at a minimum price of 104,500 yen.
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Try for free →Periods of representation
| Period |
|---|
| 1 to 24 March 2025 |
| 26 March to 18 April 2025 |
| 21 April 2025 |
| 1 to 22 May 2025 |
| 26 May 2025 |
| 28 to 31 May 2025 |
The facts found
According to the published material, in all but a few cases the service in fact cost 308,000 yen or more.
What the order requires
- Notify consumers that the representations were misleading as to advantageous terms and violated the Act (the method requires prior approval of the Commissioner of the CAA)
- Take measures to prevent recurrence and communicate them to employees
- Not make similar representations in future
- Report promptly in writing to the Commissioner on the notice given and measures taken
Statutory wording
Article 5 of the Act provides that a business must not, in connection with transactions for goods or services it supplies, make any representation falling under any of its items. Item (ii) covers representations that cause general consumers to mistakenly believe that the price or other terms of transaction are substantially more advantageous to the counterparty than the actual terms, or than those of competitors, and that are found likely to induce customers unjustly and to impede voluntary and rational choice by general consumers.
Article 7(1) provides that where there is conduct violating Article 4 or Article 5, the Prime Minister may order the business to cease the conduct, to take the measures necessary to prevent its recurrence, or to make a public notice or take other necessary measures relating to their implementation.
Sources
- Consumer Affairs Agency, announcement of 18 September 2026: https://www.caa.go.jp/notice/entry/047522/
- Published material (PDF): https://www.caa.go.jp/notice/assets/representation_cms209_260918_01.pdf
- Premiums and Representations Act (e-Gov): https://laws.e-gov.go.jp/law/337AC0000000134
This page is compiled from material published by government agencies and from statutory text. Please consult a lawyer where a decision is needed on specific advertising.
