Voice Call Compliance in Japan

Key Rules for Voice Calls in Japan

Telephone sales are regulated by the Act on Specified Commercial Transactions: callers must state their name and purpose at the start and must not call again after a refusal.

Some Asian markets operate do-not-call registers for marketing calls and messages, so lists should be checked before voice campaigns.

Practical Checklist

• Check whether the call is promotional or a service call, as the rules differ.
• Use permitted calling numbers and caller ID, and never hide or spoof the calling number.
• Screen numbers against any national do-not-call register before promotional campaigns.
• Call only within permitted hours in the recipient's time zone and keep recorded messages short.
• Offer an easy way to stop further calls and record call consent where required.

Contact data

Format numbers in international E.164 format with the +81 country code, remove duplicates and invalid numbers, and keep consent records linked to each number.

Digital Habits and Channels in Japan

Japan has very high smartphone use, and LINE is the dominant messaging app, with LINE Official Accounts the standard way for brands to message customers. SMS is used mainly for authentication and reservations, and email newsletters remain more common for marketing than in many countries.

Credit cards, IC cards such as Suica and QR payments such as PayPay are common, and convenience store payment is popular for online orders. Japanese customers expect polite, precise and carefully proofread communication. New Year, Golden Week, Obon, the summer and winter bonus seasons and White Day are key commercial moments.

Japan is one of the world's largest economies, with car makers such as Toyota and Honda, electronics, machinery and a large domestic retail market, and an ageing population that is increasing demand for healthcare and home services. The consumption tax is 10%, with 8% on food. Japanese consumers expect polite, formal language and precise information, and many still use email and LINE more than SMS for marketing. The Act on Regulation of Transmission of Specified Electronic Mail requires opt-in consent and sender details for marketing messages.

Advertising Alongside Messaging

Advertising follows the Act against Unjustifiable Premiums and Misleading Representations; since October 2023, undisclosed stealth marketing is treated as a misleading representation.

This guide is general information, not legal advice, and reflects our understanding as of October 2026. Rules change, so we check current requirements for Japan before every launch.