The Japan Advertising Review Organization (JARO) has compiled its 2013 review statistics. The number of complaints received in fiscal year 2013 was 5,640 (a 9.1% increase from the previous year), marking the second consecutive year of growth.
The breakdown shows "complaints" at 273 cases (a 5.5% decrease), and "inquiries" at 5,367 cases (a 10.0% increase). Among the inquiries, "opinions" accounted for 2,698 cases (a 9.1% increase).
Looking at "broadly defined complaints" (combining complaints and opinions) by industry sector, the top three were "Telecommunications," "General Food Products," and "Retail." Within the 304 telecommunications complaints, "Mobile Phones" accounted for 119 cases, and "Information Services" (including mobile online games) accounted for 114 cases, representing a significant portion. By medium, "broadly defined complaints" were most frequent for "TV," followed by "Internet" and "Radio." Within "TV," "Communications," "General Food Products," and "Cosmetics, Soap, Detergent, etc." saw increases. "Radio" ranked third for the first time since statistics for "broadly defined complaints" began in FY2008, driven by increased "consultation services" from entities like judicial scrivener offices.
The Business Committee deliberated and issued 36 "Opinions" urging advertisers and others to improve advertising appropriateness (19 warnings, 9 requests, 8 proposals). Among the "warnings," "health foods" accounted for 10 cases, and "cosmetics, soap, detergents, etc." accounted for 3 cases.
Additionally, the "JARO Online Opinion Box," which accepts feedback on advertisements via its website, received 3,381 submissions. By medium, television accounted for 2,174 submissions and the internet for 1,044 submissions.
Details can be viewed on the JARO website.
