This page is a commemorative article marking the 15th anniversary of Japan's Consumer Affairs Agency. Author Yutaka Arai discusses a critical shift in consumer policy. Digital transformation has dramatically changed consumer environments—smartphone penetration increased from 9.7% in 2010 to 90.1% in 2022. While e-commerce expansion improves convenience, AI's use of personal data raises concerns about consumer decision-making. Traditional consumer protection assumes "rational consumers" with adequate information, but digital environments expose everyone to potential vulnerabilities. As Japan's aging population grows, with cognitive decline affecting over 10 million people, Arai argues that consumer policy requires a fundamental paradigm shift beyond conventional frameworks.
