令和5年10月1日からステルスマーケティングは景品表示法違反となります。 | 消費者庁

This page explains that stealth marketing will become a violation of the Unfair Competition Prevention Act from October 1, 2023. Stealth marketing is advertising disguised as non-advertising content. Consumers expect exaggeration in recognized advertisements and make rational choices accordingly, but if they mistake ads for genuine third-party opinions, they cannot choose products rationally. The Act regulates displays that general consumers cannot identify as advertisements, across all media including SNS and TV. Only business operators supplying products or services are regulated; influencers are exempt.