Overview

• On July 25, Tokyo District Court voided the Consumer Affairs Agency’s 2023 corrective order against Forty-Four over its LOCABO rice cooker’s sugar-cut claims.
• The 2023 order had been issued after regulators found no reasonable basis for claims that the appliance could reduce rice sugar content by 45% without changing taste.
• The court held that promotional phrases such as “same deliciousness” constituted subjective taste expressions rather than misleading statements about performance.
• This decision marks the first time a Japanese court has nullified a corrective directive under the Act against Unjustifiable Premiums and Misleading Representations.
• Forty-Four hailed the ruling as a vindication while the Consumer Affairs Agency expressed regret and vowed to scrutinize the verdict and consult with relevant bodies before acting.