Japan’s lack of regulation on free game advertisements for casino websites may lead users to encounter illegal gambling. The ruling party plans to revise relevant laws to strengthen management, and society is highly concerned about this issue.
Recently, the Asahi Shimbun reported that Japan lacks effective regulation on free “game” advertisements for casino websites, allowing online casino operators to engage in large-scale promotions on the internet and television. This promotional activity may expose more users to illegal gambling behaviors, potentially causing harm to society. According to the Consumer Affairs Agency, as long as players do not place actual bets, related websites are classified as gaming sites, a definition that allows some casino websites to exploit this loophole for advertising.
In this context, the well-known sports streaming platform DAZN previously provided free game advertisements for one of the largest casino websites, Vera & John. However, DAZN Japan stated that the advertisement content was limited to free games and did not directly guide viewers to visit the casino website. Nevertheless, after reviewing the advertising standards, the company decided to suspend these related ads to prevent misleading consumers.
It is noteworthy that many television networks, including some terrestrial broadcasters, also aired free game advertisements for casino websites between 2020 and 2023. These ads sparked widespread attention and discussion among consumers, particularly in Japan, where online gambling is strictly prohibited by law, allowing betting only on specific activities such as horse racing and motorboat racing. According to Japanese law, participants betting on casino websites registered overseas may face fines of up to 500,000 yen (approximately $3,400), while individuals who frequently engage in gambling may face up to three years in prison.
However, the Ministry of Internal Affairs and Communications pointed out that current laws and regulations regarding advertisements for online casino operators, including free games and casino websites, are not well-established. This legal gap has subtly affected many users. According to a survey released by the National Police Agency on March 13, 24% of respondents indicated that after playing free games provided by online casino operators, they began gambling on casino websites. Additionally, 9% admitted that they started placing bets on casino websites after seeing related advertisements.
Last November, the Tokyo Metropolitan Police Department referred ten suspects to prosecutors for allegedly gambling on overseas casino websites, with one man stating during the investigation that he had placed bets after clicking on an online advertisement. Such cases illustrate how the influence of advertisements has subtly fueled illegal gambling activities.
Torihata Yoichi, an emeritus professor of financial theory at Shizuoka University, expressed concern over this phenomenon. He pointed out that participating in non-betting games offered by online casino operators significantly lowers players’ inhibitions against gambling on casino websites. This viewpoint has sparked widespread discussion in society, with many experts and scholars calling for stronger regulation of advertisements related to online gambling to prevent further deterioration of social issues.
In response to this issue, the ruling Liberal Democratic Party plans to submit a bill to the current Diet to revise the Basic Act on Preventing Gambling Addiction, aiming to restrict online advertisements that guide viewers to casino websites. The introduction of this bill is undoubtedly a positive response to the current situation, aiming to strengthen prevention and intervention regarding gambling addiction issues.
As society increasingly emphasizes the problem of gambling addiction, how to manage online casino advertisements more effectively at the legal and regulatory level will become an important issue that Japan urgently needs to address in the future.
