Packaging as Promise in Japan

In Japan it’s illegal for packaging to misrepresent the product inside.

Not a guideline – a law, a law since 1962 – enforced by a government agency who will publicly name, shame and punish brands that break it.

It means… 🇯🇵👇

Product photography must match the actual product – same shape, size, colour & quantity
Photos on pack are treated as factual claims – not decoration
Even minor exaggeration of toppings, portions, or presentation is a violation
Fruit juice labelling is tightly controlled — less than 5% juice means cartoon fruit illustrations only. No realistic photography unless the product is 100% juice
Recycling symbols and certifications must also be accurate – nothing on the pack is exempt

Packaging in Japan is not just advertising space, it is a public promise.

We are straight to the point with our clients, we can build you a brand which earns that first sale – but it’s on you to deliver that second sale.

If your product experience isn’t delivering and you are failing to address it, we can’t help you, and consumers will hold you to account for a public flogging.

What do we think? Would your brand hold up to Japan’s ‘Act Against Unjustifiable Premiums and Misleading Representations’?

Daniel Hinde

Daniel Hinde is the Founder & Creative Director of Greatergood® Brand & Packaging Design Agency – a London-based branding and packaging design agency specialising in FMCG & CPG consumer brands.

With over 20 years of commercial experience building brands for global household names and hundreds of disruptive challenger brands – Daniel leads Greatergood's strategic and creative output across brand strategy, brand design, packaging design and retail strategy.

His work spans food and drink, health and wellness, supplements and everyday consumer goods – from early-stage startups preparing for their first retail listing to established brands repositioning for growth.