Tightening of Advertising Platform Review Standards and Measures Against Fake Advertisements
First written in FY2020-Q3. 2 of 5 entries say "Materialised", first in FY2022-Q3. Latest entry: FY2025.
Kitanotatsujin moved to the "Worse" side of this theme in 2022, 3 years before the typical company in this theme (2025).
The whole theme swung hardest in 2024: 3 of 9 companies on the "Worse" side.
1 other company's latest entry also says "Materialised".
- FY2025MaterialisedAnnual report
「The e-cigarettes sold by SPADE differ from conventional cigarettes and heated tobacco products in that they contain neither nicotine nor tar and do not produce secondhand smoke. However, many advertising media outlets restrict advertising for e-cigarettes because of concerns about a gateway effect, whereby e-cigarettes lead people to start smoking conventional cigarettes, and potential adverse effects on minors. As the media available for advertising is therefore limited, new customer acquisition has fallen short of expectations.」
Advertising restrictions on e-cigarettes have been an actual factor behind SPADE’s new customer acquisition falling short of expectations. - FY2025-H1WorsenedAnnual report
「The e-cigarettes sold by SPADE differ from conventional cigarettes and heated tobacco products in that they contain neither nicotine nor tar and do not produce secondhand smoke. However, many advertising media outlets restrict advertising for e-cigarettes because of concerns about a gateway effect, whereby e-cigarettes lead people to start smoking conventional cigarettes, and potential adverse effects on minors. As the media available for advertising is therefore limited, new customer acquisition has fallen short of expectations.」
The company explained that advertising review and placement restrictions had become a practical constraint on SPADE’s new customer acquisition, limiting the media available for advertising. - FY2022WorsenedAnnual report
「The second factor was the partial amendment, effective August 2021, of the Act on Securing Quality, Efficacy and Safety of Products Including Pharmaceuticals and Medical Devices (the Pharmaceuticals and Medical Devices Act). As a result, even advertisements considered compliant with the Act were rejected, preventing us from placing advertisements appropriately and as needed and forcing us to substantially reduce advertising volume itself.」
Tighter review standards for advertising media actually emerged following the amendment of the Pharmaceuticals and Medical Devices Act, and even advertisements considered compliant were rejected, resulting in a substantial decline in advertising volume. - FY2022-Q3MaterialisedAnnual report
「As a result, advertisements that posed no issue under the Pharmaceuticals and Medical Devices Act were nevertheless frequently rejected, preventing us from placing them. In many cases, advertisements were accepted only after we explained our position and requested another review, making it impossible to place advertisements appropriately and as needed and ultimately forcing us to substantially reduce advertising volume.」
Tighter review standards for advertising media actually took effect, and advertisements that posed no issue under the Pharmaceuticals and Medical Devices Act were frequently rejected, resulting in a substantial decline in advertising volume. - FY2020-Q3First statedAnnual report
「We prioritized establishing this structure because Yahoo! and Google, where we place our advertisements, have been tightening their review standards, and those standards are expected to become even stricter in response to so-called “fake advertising.”」
The company identified the trend toward tighter advertising review standards at Yahoo! and Google, and the possibility of further tightening in response to fake advertising, as a new external risk in advertising operations.