Self-Regulatory Code of Marketing & Advertising Practices and Container Labeling for
Alcoholic Beverages
Established December 9, 1988
Final revision June 27, 2011
Japan Liquor Industry CouncilI.

Basic Policies
1

As industry members involved in the production and distribution of alcoholic beverages, we explicitly
recognize that wehave social responsibilities to fulfill due to the intoxicating effects of alcohol;

namely, to prevent illegal behavior such as underage drinking, alcohol-impaired driving, and alcohol
consumption that may lead to harmful and socially unacceptableconsequences. We must also nurturea social/cultural environment that encourages the appropriate consumption of alcoholic beverages.
2In order to fulfill these social requirements, businesses handling alcoholic beverages have compliedwith all relevant laws and regulations regarding marketing and advertising practices and labeling on
alcoholic beverages. We have also established the "Self-Regulatory Code of Marketing & Advertising
and Container Labeling Practice s and Container Labeling for Alcohol Beverages," which we havemade every effort to comply with. Due to recent social changes relevant to alcoholic beverages, it has
become essential to diligently review the Code. This is also crucial from the perspective of securing
healthy growth in the alcoholic beverage industry while protecting consumer interests.

3

These standards should be implemented with the understanding and support of the general public. To
this end, we are calling for alcoholic beverage producers to maintain awareness of their responsibilities
and to exert their best efforts in complying with this Code in recognition of its objectives and spirit.

II.
1Marketing & Advertising Practices
Preventing underage alcohol consumption(1) Content of statement
Content should conform with the National Tax Agency's notice entitled "Standard on Expression toPrevent Underage Drinking." Examples of wording would include: "Underage drinking is
prohibited by applicable laws," "Alcoholic beverages may be consumed by those aged 20 andover," and "Alcohol is for those who have turned 20 years old."(2) Requirements for warning message indication
A. Applicable media
This provision applies to advertisements on television, radio, the Internet, newspapers,-1-magazines, posters and flyers (including brochures)
B. Font size of text
Indicate the message according to the minimum size and exposure time stipulated below so thatit can be clearly read.
(A) Newspapers: font size should be at least 14 points for advertisements covering five fullcolumns and mo re, and at least 10.5 points for advertisements covering between threehalf-width and less than five full columns.
(B) Magazines: font size should be at least 14 points for B5-sized advertisements and larger, andat least 10.5 points for B5 1/2 - to under B5-sized advertisements.
(C) Posters: font size should be at least 20 points for B3-sized advertisements and larger, and at
least 14 points for posters smaller than B3. However, regarding large posters for display inpublic spaces such as train stations, due consideration should be given to the font size so that
it is proportionally reasonable.
(D) Televisiona. Airtime duration for warning messages should be as follows:(a) commercials up to 15 seconds: at least 1.5 seconds(b) commercials over 15 seconds up

to 30 seconds: at least 1.75 seconds(c) commercials exceeding 30 seconds: at least 2.0 seconds(E) Internet: the warning should be large enough to be clearly and easily legible in accordance
to the space available.
(F) Flyers: font size should be at least 14 points for B5-sized flyers and above and at least 10.5
points for flyers sized B5 1/2 to under B5.
C. Fonts etc.
(A) Fonts should be clear and easily legible.
(B) Warning messages should be placed in a visible position, with due care for perceptibility,
such as coloring and contrast, etc.
(C) For television advertising, attention must be paid especially to the following:a. In principle, the warning for under age drinking should be placed at the end of thecommercial. When placed in the middle of the commercial, ensure that the message isclearly readable (for example, by using outlined typography, etc.).
b. Use of lengthy messages such as "Underage drinking is prohibited by applicable laws"
should be avoided.
(D) For radio advertising, attention should be paid especially to the following:a. In principle, the warning for underage drinking should be inserted at the end of thecommercial. However, if advertisement airtime is short, this may be omitted.
b. Warning messages should be clearly audible.
(E) When buying television or radio time, alcoholic beverage advertisements should be limited
to programs that are confirmed to be produced for a target audience of which at least 70% of-2-

viewers/listeners are legal adults.
D. Omission of messages
Messages may be omitted for alcoholic beverages that are clearly for cooking or medicinal
purposes or delivered exclusively to bars and restaurants etc.
(3) Points of consideration for advertising alcoholic beverages
A. Expressions in advertisements must not entice, suggest, or encourage underage drinking.
B. Alcoholic beverage advertisements must not be placed in television programs, radio programs,
newspapers, magazines, the Internet, and flyers that target minors.
C. Placement of spot advertisements immediately preceding or following television and radio
programs targeting minors should be avoided whenever possible.
D. Underage models must not be used in advertisements for alcoholic beverages.
E. Characters or celebrities that predominantly appeal to minors must not be used as models inadvertisements for alcoholic beverages.
F. Product logos or trademarks of alcoholic beverages must not be applied to articles
predominantly used by underage people, such as clothing, toys or games.
G. Wording that may lead viewers or listeners to confuse alcoholic drinks for soft drinks are not to
be used.
H. Promotional campaigns targeting underage people are prohibited.
I.

J.

The following types of advertisements must not be used in the public transport system:(A)

Exterior transit (wrap) advertisements(B)

Interior transit (monopoly) advertisements(C)

Automatic ticket gate sticker advertisements(D)

Stairway sticker advertisements (inside station ticket gates)(E)

Pole-wrap posters (inside station ticket gates)

Large outdoor billboard advertisements must not be set up anywhere within a 100 meter radiusof elementary, junior high or high schools.

2

Matters concerning alcohol and health-related issues, etc.
(1) Warning labeling
A. Content of statement
Statements must include (A) through (D) below:(A)

Warnings against drinking by pregnant and nursing women should be worded (forexample), "Drinking alcohol during pregnancy or nursing may adversely affect thedevelopment of your fetus or child."(B)

Warnings about alcoholic beverage consumption and health should be worded, (forexample), "Be careful not to drink in excess" or "Drink in moderation."
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(C)

Warnings about drunk driving should be worded, (for example), "Drinking and driving is
prohibited by law."(D)

Text encouraging recycling of alcoholic beverage containers should be worded (forexample), "Recycle empty cans."

B. Applicable media
This provision applies to advertisements on the Internet, newspapers, magazines, posters andflyers (including brochures).
C. Font and size of text, omission, etc.
(A) Follow the provisions of II:1 (excluding the sections on television and radio).
(B) When the area displayed on the applicable media measures less than 100 sq. cm, one ormore of the message indications listed in 1.(1) or 2.(1)A. may be chosen voluntarily fordisplay.
(C) For television advertising, the messages 2.(1)A.(A) and (B) above must be displayed.
(2) Wording or expressions prohibited in advertisements for alcoholic beverages:
A. Wording or expressions linked to excessive alcohol consumption
B. Wording or expressions linked to binge drinking and other coercive drinking practices
C. Wording or expressions that encourage dependence on alcohol consumption.
D. Wording or expressions that suggest alcohol consumption during pregnancy and/or
breast-feeding
E. Wording or expressions that suggest alcohol consumption during exercise or when bathing (forexercise, this refers to anytime immediately preceding, during, or immediately after engaging
in a sport activity; for bathing, this refers to anytime immediately prior to bathing or while inthe bath)
F. Wording or expressions linked to alcohol consumption while working, which could lead toserious accidents
G. Wording or expressions that suggest alcohol consumption under inappropriate circumstances,such as in dangerous places
H. Wording or expressions linked to alcohol-impaired driving
I.

Wording or expressions that have potential safety risks from the perspective of the Product
Liability Act

J.

Wording or expressions that run counter to environmental conservation such as recycling

K. Wording or expressions that go against the spirit of animal protection(3) Time frames where TV commercials are not to be broadcasted
Between 5:00 AM and 6:00 PMHowever, this restriction shall not apply to corporate and "social manners" advertising. However,-4-alcoholic beverage products and drinking situations (including depiction of pouring or sniffing ofalcohol) are prohibited from being shown.
III.

Alcoholic Beverage Container Labeling

1

Prevention of underage drinking
Labeling should follow all relevant laws and regulations.

2Matters concerning alcohol and health-related issues, etc.
(1) Message content
Statements must include A through C below:
A. Warnings against drinking by pregnant and nursing women should be worded (for example),"Drinking alcohol during pregnancy or nursing may adversely affect the development of yourfetus or child."
B. Warnings about alcoholic beverage consumption and health should be worded (for example),"Be careful not to drink in excess" or "Drink in moderation."
C. Text encouraging recycling of alcoholic beverage containers, should be worded (for example),"Recycle empty cans."(2) Applicable containers
Containers in excess of 2.0 liters
For 2.0 liter containers or smaller, efforts must be made to voluntarily choose and display one ormore of the messages listed in III. 2. (1) above.
(3) Method of display etc.
A. The message should be displayed in an easily readable location on the container.
B. Wording should be in a uniform Japanese font of at least 6 points in size.
C. Messages may be omitted for alcoholic beverages that are clearly for cooking or medicinal
purposes or delivered exclusively to bars and restaurants, etc.
3. Prevention of misidentification with soft drinks etc.
(1) Caution should be taken with coloring and design etc. of alcoholic beverage containers and packaging
indications to ensure they are not misidentified as soft drinks or fruit juices etc.
(2) Containers for drinks with less than 10% alcohol by volume are to indicate the sake (alcohol) mark.
A. Applicable containers(A) All can containers(B) All containers 300 ml or less except cans
B. Graphic for “sake” mark(A) The word “osake” should be indicated in a circle or oval shape. Lettering may be white on acolored background or printed in color.
(B) The word “osake” should be horizontal with a Gothic font. The kanji character “sake” should belabeled with the kana letters for “sake”.
-5-(C) The size of the “osake” lettering should be 20 points or larger type for containers under 350 ml
and 24 points or larger type for containers 350 ml and above.
C. The sake mark indication should be located on the body or shoulder where the main trademark isindicated so consumers easily notice the sake mark. If there is more than one main trademark side, thesake mark should be indicated on each.
D. The sake mark indication should be distinct, such as by using a color that contrasts with the label basecolor. Also, do not add a pattern inside the circle or around it.
IV.

Compliance with this Self-Regulatory Code

The Council should endeavor to extensively publicize and spread knowledge of this Code. Member
organizations of the Council should strive to have their member companies comply with this Code, and to study
and implement policies and programs to ensure their effectiveness.
Should consumers or other relevant parties raise any issue regarding compliance with this Code, the Council
shall strive to hold meetings as needed to remedy the issue.
Supplementary provision
Amendments to the Code (dates only)
March 1992, April 1993, June 1995, May 1998, December 2000, October 2005, May 2006, January
2008, July 2009 ,August 2010
Supplementary provision (Revision: June 27, 2011)
This code is effective as of September 1, 2011
Due to circumstances of existing container and label inventory quantities and preparations required,execution of the sake mark indication may begin after the effective date, but should be as early as possible.

Note) Members of the Japan Liquor Industry Council
The eight associations that comprise the council are: Japan Sake and Shochu Makers Association,
Nippon Distillers Association, Brewers Association of Japan, Japan Spirits & Liqueurs Makers
Association, Liquor Wholesalers Association of Japan, All Japan Liquor Merchants Association, Japan
Wineries Association, Japan Wines and Spirits Importers’ Association.

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<Reference> Image of Sake Mark (examples)1 Drinks under 350 ml (20 point type)(1) Circle(2) Oval

さ け

さ け

お酒

お酒
さ け

さ け

お酒お酒

2 Drinks 350 ml and up (24 point type)
さ け

さ け

(1) Circle

お酒

お酒
さ け

(2) Oval

さ け

お酒

お酒-7-