In a significant move to uphold consumer rights, the Consumer Affairs Agency of Japan has issued an administrative order against Rohto Pharmaceutical for violating marketing regulations. This decision, announced on March 25, 2025, specifically targets the company's practices surrounding the promotion of its dietary supplement, Rohto V5 Active Vision a.
Rohto Pharmaceutical, based in Osaka, is accused of employing stealth marketing techniques, commonly referred to as 'Sutema'. This practice involves disguising advertisements to appear as genuine customer feedback. According to the Agency, this approach contravenes the Premiums and Representations Act, which was amended in October 2023 to specifically prohibit such unfair representations.
Details surrounding the incident reveal that from June to July 2024, Rohto engaged in questionable promotional strategies. The company solicited users from a monitor recruitment site, providing them with free samples of the Rohto V5 Active Vision supplement, which is advertised as aiding in the alleviation of vision problems such as blurred vision. In exchange for the product, the users were asked to post images and reviews on Instagram.
However, the critical issue here was the lack of transparency. Rohto Pharmaceutical failed to disclose that these posts were solicited content—that users received products in exchange for their promotional efforts—thus misleading potential customers. The posts were later reposted on the company’s official website as user reviews without any indication of the promotional arrangement, infringing on ethical marketing standards.
The Consumer Affairs Agency noted that at least five such posts were repurposed on Rohto’s website. The messages highlighted user experiences, with comments like 'it's easy to continue taking just one a day' and 'it's easy to drink, making it ideal for those who dislike pills'. These testimonials were meant to enhance the perceived credibility of the product.
As a result of these actions, the Agency has demanded that Rohto implement measures to prevent similar occurrences in the future, marking this as the fifth enforcement action taken against the company regarding stealth marketing violations. The Agency emphasized the importance of honest advertising practices and protecting consumers from potentially misleading information.
In response, Rohto Pharmaceutical has publicly acknowledged the situation, stating, 'We sincerely apologize for the great inconvenience caused to our customers and stakeholders. We will accept the administrative order earnestly and strive to prevent any recurrence of this issue.' This acknowledgement highlights the company’s commitment to rectifying its marketing strategies and upholding consumer trust.
The Rohto V5 Active Vision a supplement claims to improve eyesight and reduce eye strain, targeting consumers concerned about their vision health. During the period in question, the product reportedly generated a significant revenue stream for Rohto, with reported sales reaching approximately 96.6 million yen from June to July 2024.
With consumer awareness about advertising practices on the rise, this incident serves as a reminder of the increasingly stringent regulations governing marketing practices in Japan. The focus on transparency and honesty aligns with global trends where consumers expect not only high-quality products but also ethical marketing conduct from brands they choose to support.
This situation underscores the growing scrutiny faced by companies that engage in misguided marketing strategies. As regulators take firmer stands against deceptive practices, businesses must adapt to these changing norms to maintain both compliance and customer loyalty.
Experts in consumer rights have indicated that this case could set a precedent for future enforcement actions, as the government aims to bolster consumer protection measures across all sectors. The ramifications are significant, suggesting that companies must reevaluate their marketing practices to ensure clarity and honesty in their communications.
