The Japan Advertising Review Organization (JARO) summarized its review operations for the first half of fiscal year 2013 (April to September). The number of consultations received was 3,031, a 14.8% increase compared to the same period last year, marking the first increase in six years.
The breakdown of inquiries was as follows: "Complaints" totaled 163 cases, a 43.0% increase. "Inquiries" numbered 2,868 cases, a 13.5% increase, with "Opinions" (essentially complaints) accounting for 1,433 cases, a 22.6% increase.
Looking at the combined "complaints" and "opinions" by industry, the top sectors were telecommunications (162 cases), retail (130 cases), and general food products (119 cases). Within telecommunications, mobile phones and information services (such as mobile online games) each accounted for 62 cases. The latter doubled compared to the same period last year.
By media type, complaints were highest for television (797 cases), followed by the internet (285 cases) and radio (98 cases). This marked the first increase in three years for television and the first in four years for radio.
JARO issued a total of 20 "opinions" to advertisers to promote advertising appropriateness: 7 "warnings" indicating removal or withdrawal was necessary, 5 "requests" for correction, and 8 "suggestions" for consideration.
Separate from the above telephone, fax, and postal consultation services, the "JARO Online Opinion Box" website received 1,852 opinions this period. Opinions regarding TV commercials accounted for 1,217, or about two-thirds of the total. Many concerned the depiction in horror films and the depiction and volume levels in mobile online games.
