Ethics and law
Japan’s premium regulations
In Japan, prizes tied to a purchase are capped by the Act against Unjustifiable Premiums and Misleading Representations.
Law and official guidanceA summary of official material. It is not legal advice.
Example
"A draw among buyers" and "a gift for every buyer" have different caps.
Why it works
For purchase-linked prize draws, the top prize is 20 times the transaction value under ¥5,000 and ¥100,000 at ¥5,000 or more, with a total of 2% of expected sales. Gifts to every buyer are capped at ¥200 under ¥1,000 and 20% of the transaction value at ¥1,000 or more. Open draws with no purchase requirement have no cap. Collect-the-set prizes, kard awase, are banned.
On the web
Game rewards, scratch cards, and post-quiz coupons fall under different caps depending on whether a purchase is required and whether everyone wins. Check the Consumer Affairs Agency guidance and current notices while planning.
When it backfires
This page summarizes the rules and is not legal advice. Confirm individual campaigns with the agency or a specialist.
Sources
Sets out caps for general draws, joint draws, and gifts to all buyers, and notes that open draws have no cap.
消費者庁. 景品規制の概要. Open source
In May 2012 the agency stated that online "complete gacha" mechanics are prohibited kard awase.
消費者庁. インターネット上の取引と「カード合わせ」に関するQ&A. Open source