Publication of 'Advertising Law', a practical guide to laws concerning the advertising business

The practical legal guide for advertising business, "Advertising Law" (Edited by: Dentsu Inc. Legal Management Bureau, Published by: Shojihomu), was released on October 15. The authors comprise 17 members, including seven attorneys licensed in both Japan and the U.S., who provide daily legal counsel on issues in advertising, sales promotion, PR, and other advertising business matters.

A5 size, softcover, 408 pages, ¥3,600 + tax, ISBN: 978-4-7857-2558-7

The advertising business encompasses diverse aspects, and the relevant legal regulations are wide-ranging. This book aims to be a "practical guide" focused on the problems that arise in the advertising business.

Part 1: Introduction defines the advertising business and its practices while clarifying legal issues. Part 2: Practical Application explains how specific laws and regulations relate to concrete aspects of the advertising business, using numerous case studies and precedents. It also addresses the latest challenges in advertising, such as guidelines for internet advertising (freemium, word-of-mouth sites, flash marketing, affiliate programs, dropshipping), native advertising, and regulations concerning IoT and artificial intelligence (AI).

While the advertising business often focuses on ideas and creativity, compliance with the surrounding regulations and laws is a critical factor that can significantly impact outcomes. This book is intended to serve as a reference for advertising professionals to utilize in their daily work.

<Main Table of Contents>
Part 1: Introduction
Chapter 1: The Big Picture of the Advertising Business
Chapter 2: Overview of Advertising Business Practices
Chapter 3: Various Methods and Legal Issues in Advertising Business Practice
Part 2: Practical Application
Chapter 1: Copyright Law
Chapter 2: Portrait Rights and Publicity Rights
Chapter 3: Trademark Law
Chapter 4: Unfair Competition Prevention Act
Chapter 5: Patent Law
Chapter 6: Act Against Unjustifiable Premiums and Misleading Representations - Representation Regulations
Chapter 7: Prize Promotion Act - Prize Regulations
Chapter 8: Regulations on Food Labeling and Advertising
Chapter 9: Relevant Laws and Regulations Concerning Advertising Photography
Chapter 10: Events
Chapter 11: Outdoor Advertisements
Chapter 12: Personal Information Protection Act
Chapter 13: Advertising and Internet-Related Laws
Chapter 14: Sports and the Advertising Business
Chapter 15: Product Liability Law
Chapter 16: Advertising Regulations for Specific Industries
Chapter 17: Public Offices Election Act
Chapter 18: Laws Related to Advertising and Transactions