Why De-influencing in Japan Matters: Risks and Opportunities in the Japanese Market

“De-influencing Japan” refers to a new movement that encourages consumers to make wiser and more sustainable choices without relying heavily on influencers or advertising.

In Japan, where social media has become central to daily life, distrust toward exaggerated advertising and stealth marketing has been growing. More and more consumers are expressing a desire to “choose only what is truly necessary.”

As a result, De-influencing—rooted in transparency and trust—is gaining significant attention, shaping both consumer purchasing behavior and corporate marketing strategies.

What Is “De-influencing Japan”? Why It’s Gaining Attention

The term “De-influencing Japan” refers to a new movement that questions excessive advertising and overreliance on influencers, encouraging consumers to make smarter purchasing decisions. In Japan, the demand for transparency and trust has been rising, which is fueling the rapid attention this trend is receiving.

Global De-influencing vs. Japan’s Unique Context

De-influencing first gained momentum in Western markets, where it is often seen as a movement that promotes “choosing not to buy.” On platforms like TikTok and Instagram, popular creators frequently highlight products that are “unnecessary” or “regretful purchases,” urging followers to avoid wasteful consumption.

In the West, this movement emerged largely as a reaction to years of over-advertising and growing distrust toward the commercialism of influencers.

Japan, however, presents a different dynamic. Japanese consumers place high value on others’ evaluations and tend to lose trust quickly when advertising or endorsements feel exaggerated or misleading. Furthermore, laws such as the Act against Unjustifiable Premiums and recent stealth marketing regulations add additional pressure on brands and influencers to maintain transparency.

In other words, while De-influencing in the West developed as a countercultural response, in Japan it is evolving more as a system to protect trust in the marketplace.

Social Drivers of De-influencing in Japan

One key reason De-influencing resonates in Japan is the cultural emphasis on making safe and reliable choices. The popularity of major review sites and comparison media reflects how transparency in information sources builds consumer trust.

Additionally, criticism of stealth marketing has been intensifying in recent years, with Japan’s Consumer Affairs Agency moving toward stricter regulation. When influencers fail to disclose sponsorships or use misleading language, it often triggers social media backlash, sometimes damaging an entire brand’s credibility.

Younger consumers, in particular, are shifting away from the traditional behavior of “buying because it’s popular.” Instead, they increasingly prioritize necessity and trustworthiness when making purchasing decisions.

Japanese Consumer Behavior and the Rise of De-influencing

For Japanese consumers, obtaining information through social media has become the norm—and this directly shapes purchasing decisions. At the same time, growing distrust toward advertising and influencer promotions has created an environment where De-influencing naturally takes hold.

Social Media Use and Its Impact on Purchasing

In Japan, social media is not only a tool for gathering information but also a major driver of consumer behavior. Platforms like Instagram and YouTube strongly influence purchasing decisions by visually conveying product reviews and user experiences.

In recent years, this influence has expanded beyond younger audiences. Increasingly, consumers in their 30s and older also rely on social media when making purchase decisions, often prioritizing “who is recommending the product” as a key factor.

However, the growing difficulty in distinguishing between genuine reviews and promotional content has heightened consumer skepticism. As a result, many people now pause to ask, “Do I really need this?” or “Is this claim exaggerated?”—sometimes choosing to avoid purchases altogether.

This behavioral shift lies at the heart of how De-influencing is spreading in Japan. While social media remains powerful, unless transparency is assured, consumer choices are increasingly moving from purchasing to opting out.

Rising Demand for Transparency and Stricter Stealth Marketing Regulations

The call for transparency in advertising and influencer marketing is intensifying in Japan. This is reinforced by strict enforcement of laws such as the Act against Unjustifiable Premiums and new stealth marketing regulations, both designed to protect consumers.

For instance, exaggerated claims about cosmetics or health products frequently draw scrutiny from the Consumer Affairs Agency. Once flagged, these cases often spread rapidly on social media, significantly undermining brand trust.

Moreover, under the new stealth marketing regulations, promoting products without clearly disclosing them as advertisements is explicitly illegal. This compels both companies and influencers to act with greater caution.

In this environment, consumers are increasingly basing their decisions on honest and transparent information, making trustworthiness the decisive factor in Japanese purchasing behavior.

Problematic Cases in Japan and the Legal Risks of De-influencing

Within the context of De-influencing Japan, there has been a rise in content that explicitly encourages consumers not to purchase certain products or services. While this reflects growing consumer awareness, it also introduces potential legal risks when such content intersects with regulated industries.

Real Estate Example: SNS Real Estate and Possible Violations of the Real Estate Business Act

On Japanese social media, accounts sharing real estate–related information have been rapidly increasing. Among them, one account known as “SNS Real Estate” gained significant attention. However, its activities raised concerns about potential violations of Japan’s Real Estate Business Act which governs property transactions and advertising practices.

@kokoro_chintai @りんごに返信 #コミコミ不動産 #賃貸 #内見 #不動産 ♬ オリジナル楽曲 – ココロ｜関東の賃貸屋

In one video, the account raised concerns by suggesting that real estate transactions were being conducted without the proper license, pointing to possible violations of Japan’s Real Estate Business Act. Under this law, engaging in real estate brokerage requires both a license and qualification as a registered real estate transaction specialist. Conducting brokerage without such credentials is clearly illegal.

If consumers make decisions based on unqualified advice, it could easily escalate into legal disputes. This illustrates how the De-influencing Japan movement can also serve as a form of consumer protection.

Expanding Scope of Creator Responsibility in Japan

In the Japanese market, influencers and creators are increasingly not regarded as “just information sharers.” Within the context of De-influencing Japan, statements such as “you shouldn’t buy this” can directly impact sales, making creators more accountable for the consequences of their content.

The Consumer Affairs Agency has explicitly stated that not only advertisers but also influencers involved in content creation may bear legal responsibility. For example, if a creator receives compensation from a company to promote a product, they are legally required to disclose it as an “advertisement.” Failure to do so would constitute a violation of stealth marketing regulations.

Conversely, even if a creator has no relationship with a company, spreading negative claims without factual basis may raise issues of defamation or potential violations under the Unfair Competition Prevention Act.

How Japanese Companies Should Respond to De-influencing

De-influencing Japan should not be viewed solely as a threat that amplifies consumer distrust. Instead, it represents an opportunity for brands to demonstrate transparency and integrity. The key for Japanese companies is to shift their perspective—seeing De-influencing not as a risk to fear, but as a chance to strengthen consumer trust.

Transparency-First Strategies That Work in Japan

The most effective response to De-influencing in Japan is a commitment to radical transparency. Consumers trust brands that clearly disclose advertising partnerships and ground their claims in evidence.

For example, instead of simply labeling content with “PR,” companies can also explain the conditions of the collaboration, signaling sincerity and openness. Leveraging authentic customer reviews and testimonials further enhances credibility—especially in Japan, where third-party voices often carry more persuasive power than official advertising.

In addition, complying with regulations such as stealth marketing rules and the Act against Unjustifiable Premiums is not only a legal requirement but also serves as a shield that protects brand reputation.

Using Data to Deepen Understanding of Japanese Consumers

To respond effectively to the De-influencing trend, companies must thoroughly understand consumer behavior. In Japan, the decision-making process leading to a purchase is complex, and simple ad exposure often fails to drive action.

Social media analytics and consumer surveys are essential tools to uncover why people decide not to buy. For instance, if feedback reveals that a cosmetic product is avoided because its benefits lack scientific proof, companies should respond with supporting data or expert endorsements.

By segmenting data by region and age group, brands can also identify which audiences are most likely to resonate with De-influencing narratives.

Ultimately, data-driven strategies go beyond risk avoidance—they help create an environment where consumers feel safe and confident in their purchasing decisions. In this way, data becomes a powerful weapon for anticipating and addressing De-influencing Japan.

What Do Japanese Consumers Consider a “Trustworthy Information Source”?

Japanese consumers are increasingly prioritizing trustworthy information sources when choosing products and services. While the spread of social media has accelerated the flow of information, it has also fueled the rise of exaggerated advertising and unreliable reviews. Against this backdrop, transparency and data backed by credible authorities provide reassurance—and directly influence purchasing behavior.

The Influence of Reviews and Word of Mouth

Japan has a deeply rooted word-of-mouth culture, where recommendations from friends and family, as well as online reviews, strongly affect purchase decisions. In fact, surveys show that about 70% of Japanese consumers trust reviews and word of mouth.

Reviews tied to real names and profile photos are seen as especially credible and often drive stronger purchase intent. However, concerns about fake or manipulated reviews are also growing, leading consumers to become more discerning about which reviews are genuine.

The Role of Experts and Public Institutions

Information from experts and public authorities is highly valued as proof of accuracy. Comments from doctors or researchers, along with official data released by government bodies such as the Consumer Affairs Agency or the Ministry of Health, Labour and Welfare, provide a strong sense of security.

In Japan, the psychological effect of having an official endorsement carries significant weight, functioning as a foundation of trust. For this reason, companies can ease consumer concerns by incorporating expert supervision and third-party evaluations—not just advertisements. This approach also aligns closely with regulations such as the Act against Unjustifiable Premiums and the Pharmaceutical Affairs Law, making it a pillar of brand credibility beyond mere marketing.

Influencers and the Importance of Transparency

Japanese consumers also pay close attention to influencer content, but their trust is heavily influenced by transparency. Posts without clear “PR” disclosure or those suspected of stealth marketing often lead to backlash and erode brand trust.

Conversely, influencers who clearly disclose sponsorships while sharing genuine, experience-based insights are more likely to earn consumer trust and positively impact purchasing behavior.

A Practical Checklist for Japanese Companies

When implementing influencer marketing or De-influencing initiatives in Japan, the two most critical factors are transparency and credibility. However, many important details are often overlooked in daily operations, which can result in regulatory violations or loss of consumer trust. Below is a practical checklist that Japanese companies can immediately apply.

Compliance Checks

The first priority is ensuring that all content complies with Japanese regulations such as the Act against Unjustifiable Premiums and the Pharmaceutical Affairs Law. Always verify that:

• There are no exaggerated claims or definitive promises of effects.
  
• PR or sponsorship disclosures are clearly displayed.
  
• Content cannot be misunderstood by third-party viewers.
  

It is advisable to designate a compliance officer within the company and establish a regular audit system for advertising expressions. Sharing updates on guideline revisions or administrative rulings internally is also essential. Learning from past violation cases helps prevent repeated mistakes and raises company-wide awareness.

Transparency and Evidence Disclosure

To give consumers confidence in their purchase decisions, companies should provide as much data and third-party validation as possible. This may include citing research findings, featuring expert commentary, or highlighting authentic user experiences.

Japanese consumers place great emphasis on evidence-based claims, so numbers and facts directly contribute to building trust. On social media, visual formats such as charts and infographics are especially effective in making data easy to understand and share.

Influencer Contracts and Content Management

When working with influencers, it is critical to specify PR disclosure requirements and content guidelines within contracts. A pre-publication review system should be in place, along with a clear crisis response plan in case of backlash.

In Japan, sincerity is highly valued. This means that selecting influencers should be based not only on follower count but also on their transparency and alignment with brand values.

After posts go live, monitoring consumer reactions in real time is equally important. Addressing negative feedback promptly and showing a willingness to improve helps build long-term trust and brand resilience.

Conclusion: Winning De-influencing Strategies in the Japanese Market

In Japan, what matters most in consumer decision-making is “who” delivers the information and “how” it is communicated. Reviews, word-of-mouth, expert or government commentary, and influencer posts all play a decisive role in shaping purchasing behavior.

For companies, this means leveraging these diverse channels while consistently demonstrating honesty and transparency.

At the same time, Japanese regulations—such as the Act against Unjustifiable Premiums and the Pharmaceutical Affairs Law—are strictly enforced. If advertising expressions or influencer campaigns are deemed noncompliant, companies face significant risks including government penalties and social media backlash. Compliance, therefore, is not optional but a foundational requirement, supported by internal audit systems and pre-launch review processes.

Beyond compliance, success in Japan requires culturally and linguistically grounded localization. At hotice, our team of native Japanese experts designs transparency-focused strategies tailored to the local market. By collaborating with trusted influencers, we help brands expand awareness and deepen market penetration—safely and effectively.

If you are looking to develop a De-influencing strategy that truly works in the Japanese market, partner with hotice to move forward with confidence.