The Consumer Affairs Agency announced that from October 2023, so-called stealth marketing, which conceals that it is an advertisement, despite the fact that it is actually an advertisement, will be in breach of the Unjustifiable Premiums and Misleading Representations Act. The Law on Unjustifiable Premiums and Misleading Representations regulates misleading representations such as lies and exaggerations, and ensures an environment in which consumers can voluntarily and rationally choose the products and services best suited for them.
Sales of CBD products are still supported by early adopters in Japan, but in recent years such products have rapidly expanded and reached a wider consumer group. Direct selling continues to be an important channel for sales of CBD products, driven by network marketing players such as Amway Japan and New Age Japan.
After the success of Yakult 1000, Yakult Honsha has continued to introduce products with functional claims which are accepted well by Japanese consumers. In 2023, the company launched another functional drink which uses fermented fruit and claims to reduce discomfort within the nasal area due to hay fever, dust, etc.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See All of Our DefinitionsThis report originates from Passport, our Direct Selling research and analysis database.
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