"Advertising Production Process Management Handbook for Building Sustainable Partnerships [2025 Edition]" Published

The Japan Advertisers Association (JAA), the Japan Advertising Agencies Association (JAAA), the Japan Advertising Content Creators Association (JAC), the Japan Advertising Creators Association (OAC), and Interactive Communication Experts (I.C.E.) jointly published the "Advertising Production Process Management Handbook for Building Sustainable Partnerships [2025 Edition]" on October 1.

This handbook is a significantly revised version of the "Advertising Production Process Management Handbook for New Ways of Working" published in September 2018, updated to address themes currently facing the advertising production industry. It provides direction for managing advertising production processes in the coming era and offers practical content useful for daily operations.

[Themes Facing the Advertising Production Industry]

● Diversification of Production Work Due to Advertising Digitalization
Japan's total advertising expenditure reached 7.6 trillion yen in 2024, with internet advertising accounting for 3.6 trillion yen, or 47.6% of the total. This rapid expansion is driven by the continuous growth of new means and methods for communicating with consumers.Production teams are constantly required to adapt to these new domains. Furthermore, the need for responsiveness in internet media adds pressure for even greater speed, resulting in increasingly intense production workloads. This edition expands participation beyond the organizations involved in the previous handbook to include Interactive Communication Experts (I.C.E.), an industry group for production companies and agencies specializing in communication design, particularly in the digital domain.

● Addressing the Trend Toward Strengthening "Protection for Contractors"
Following the introduction of the so-called "New Freelance Law" in November 2024, legal frameworks continue to evolve, including the revision of the Subcontracting Law in January 2026, now commonly referred to as the "Subcontracting Law." To ensure proper ordering and contracting within the value chain flowing from advertisers to advertising agencies and production companies, greater process clarification is now essential.Outdated ordering practices, such as failing to leave clear documentation at the time of order placement or requesting work without specifying a clear scope of work, must be updated to align with the times.

● Initiating Efforts to Reduce Environmental Impact
We must also begin initiatives to reduce the environmental impact of advertising production, such as curbing greenhouse gas emissions from production activities. Efforts like "Ad Net Zero," already gaining traction primarily in Europe, exemplify this commitment. All those involved in advertising production must understand that advancing these initiatives requires significant effort and cost, and take action accordingly.

Furthermore, this handbook introduces a new initiative: the "Advertising Production Guidelines," established through consensus among the five participating organizations. These guidelines outline principles to enable the sustainable development of the advertising production industry, including fostering fairer and more transparent transaction environments, improving working conditions on production sites to make them more attractive, and reducing greenhouse gas emissions throughout the production process.

■For the press release regarding this matter and to download the "Advertising Production Process Management Handbook," please visit:
https://www.jaaa.ne.jp/2025/10/pmhb2025_10/

【Inquiries】
Japan Advertising Association (JAAA) info@jaaa.ne.jp