Japan Bans All Online Casino Advertising - Revised Basic Law on Gambling Addiction Countermeasures Enacted to Curb Access to Overseas Sites

Table of Contents

1. Introduction

2. Background of Online Casino Regulation

3. Overview of the Amended Law

4. Specific Prohibited Acts

5. Implementation Schedule and Operational Framework

6. Reasons for No Penalties and Effectiveness

7. Impact on Overseas Sites and Operators

8. Responsibilities of SNS Platforms and Advertising Agencies

9. Differences with IR Law and Public Gambling

10. International Comparison: Latest Trends in the UK, Australia, and South Korea

11. Impact on the Market and Industry

12. Addiction Measures and Risk Communication

13. Frequently Asked Questions (FAQ)

14. Future Challenges and Prospects

15. Conclusion
    
    

1. Introduction

In Japan, Article 185 of the Penal Code generally prohibits gambling, but online casinos with overseas licenses have rapidly expanded as a gray area, with advertisements flooding through SNS. The government, concerned about the worsening of addiction and outflow of funds, established a cross-party study group starting in 2024. This amendment aims to fill the legal void and clearly states the policy to cut off advertising and solicitation activities themselves.amusement-japan.co.jp

2. Background of Online Casino Regulation

• Rapid Increase in Users: In 2023, the estimated number of domestic users was about 3 million, with a market size exceeding 1 trillion yen.pechanga.net

• Sophistication of SNS Advertising: Streamer broadcasts with Japanese subtitles and affiliate posts by famous influencers are attracting young people.

• Difficulty in Prosecution: Servers are located overseas, making it difficult to prove "habitual gambling" under the Penal Code.
  
  
  
  

3. Overview of the Revised Law

• Legal Basis: Newly established Articles 13-2 to 13-4 of the "Basic Law on Gambling Addiction Countermeasures."

• Promulgation and Enforcement: Scheduled for promulgation at the end of June 2025, with enforcement planned for late September after a three-month awareness period.nippon.com
  
  
  
  

4. Specific Prohibited Acts

1. Banner Ads, Video Ads, Listing Ads

2. Posts and Live Streams on SNS like X, Instagram, TikTok

3. Blog Articles, Comparison Sites, Review Sites

4. App Store Descriptions, Affiliate Links

5. Offline Flyers, Event Invitations
   
   
   

Point: Even if the advertiser is a foreign company, it is subject to regulation if it targets Japanese residents in Japanese. "Indirect inducement" such as VPN guide articles is also regulated.ggrasia.com

5. Implementation Schedule and Operational Framework

• End of June 2025: Promulgation

• July to September: Formulation of Ministerial Ordinances and Guidelines, Industry Briefings

• Late September: Enforcement, Start of Monitoring for Violative Advertisements

• Fiscal Year 2026: Effectiveness Evaluation, Additional Legislation if Necessary
  
  
  
  

6. Reason for No Penalties and Effectiveness

• To balance with expression regulation, it is administrative guidance-based without criminal penalties.

• Instead, right to request deletion and right to request access blocking are strengthened.

• "Reasonable measures" are required of platforms, and if not complied with, administrative actions such as public disclosure of company names.
  
  
  
  

7. Impact on Overseas Sites and Operators

8. Responsibilities of SNS Platforms and Advertising Agencies

For Platforms

• Enhancement of Automatic Detection Algorithms for Illegal Ads

• URL Blocking Based on Government Lists

• Advertiser Identity Verification (Know Your Advertiser)
  
  
  

For Agencies

• Client Screening Obligations

• Pre-Confirmation of Display Media

• Obligation for Prompt Reporting of Violations
  
  
  is required.agbrief.com
  
  
  
  

9. Differences with IR Law and Public Gambling

• IR (Integrated Resort): Government-approved casinos based on the Act on Development of Specified Complex Tourist Facilities Areas. Advertising is allowed but with certain restrictions.

• Public Gambling (Horse Racing, Bicycle Racing, etc.): Online sales of betting tickets are legal, and advertising regulations are managed by separate laws (e.g., Bicycle Racing Act).

• Online Casinos: No licensing system, violation of criminal law. The recent amendment reaffirms the "illegality."
  
  
  
  

10. International Comparison

• United Kingdom: Ban on advertising targeting minors, Loot Box regulation in 2024.

• Australia: Ban on nighttime broadcast advertising from 2023.

• South Korea: Complete ban on foreign casino advertisements, with violations punishable by up to 3 years in prison.
  
  
  Japan's amendment is more comprehensive than the "partial regulations" of the UK and Australia, but more lenient than South Korea as it does not impose penalties.gambleaware.org
  
  
  
  

11. Impact on Market and Industry

• Advertising agency revenue down by 5 to 7 billion yen (estimate)

• Significant drop in affiliate revenue, shift to alternative products

• Reduced burden on domestic payment networks and financial institutions for anti-money laundering measures
  
  
  
  

12. Addiction Measures and Risk Communication

• 24-hour "Gambling Addiction Hotline" consultation service

• Distribution of literacy materials in school education

• Creation of multilingual pamphlets: English, Chinese, Korean, Vietnamese
  
  
  
  

13. Frequently Asked Questions (FAQ)

Q1. What if I advertise in Japanese while residing overseas?
A. If targeting users within Japan, it is subject to regulation.

Q2. Is online poker included?
A. If it involves gambling, it is included. Free games without prizes are excluded.

Q3. What about articles introducing VPNs?
A. If the primary purpose of the VPN is deemed to attract users to gambling sites, it could be considered illegal solicitation.

14. Future Challenges and Prospects

• Monitoring "loopholes" due to absence of penalties

• Keeping up with new forms such as blockchain casinos

• Consideration of independent ordinances in major cities like Tokyo and Osaka

• Cross-border regulatory cooperation framework with ASEAN
  
  
  
  

15. Conclusion

The amended law is a groundbreaking step in blocking online casino advertisements from the "entry point" and curbing the expansion of gambling addiction in the Japanese market. However, due to the lack of penalties, cooperation with platforms and international collaboration are key. Advertising and media businesses are required to swiftly establish compliance systems.

Reference Article List

• Japan Times “Japan revises law to ban online casino ads” 2025/06/18 japantimes.co.jp

• Asahi Shimbun AJW “Law passed to strengthen measures against online casinos” 2025/06/18 asahi.com

• Nippon.com “Japan Enacts Bill to Ban Online Casino Ads” 2025/06/18 nippon.com

• GGRAsia “Law to toughen Japan’s campaign versus online gambling” 2025/06/18 ggrasia.com

• Asia Gaming Brief “Japan passes bill banning online gaming advertisements” 2025/06/19 agbrief.com

• GambleAware “Drivers of Gambling Marketing Restrictions – International Comparison” 2024/11 gambleaware.org