JAA Announces 'DE&I Guidelines in Advertising Communication'!
The Japan Advertisers Association (JAA) has released DE&I guidelines for advertising to prevent unconscious bias and build trust with consumers through diverse and inclusive expressions.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 03:46
- 🔍 Collected: April 23, 2026 at 00:02
- 🤖 AI Analyzed: April 23, 2026 at 04:23 (4h 21m after Collected)
The Japan Advertisers Association (hereinafter referred to as JAA) has formulated the "DE&I Guidelines in Advertising Communication" through its Sustainability Communication Committee and the DE&I Guidelines Working Group.
In recent years, advertising communication plays an important role not only in appealing products and services but also in conveying corporate attitudes and values to society. On the other hand, it has been pointed out that expressions containing unconscious biases and stereotypes can damage trust from consumers and affect the value of companies and brands.
Based on this situation, JAA considered it important to organize the ideal state of advertising communication from the perspectives of Diversity, Equity, and Inclusion, and to further solidify the relationship of trust with consumers, thus formulating these guidelines.
These guidelines do not uniformly regulate specific expressions, but are positioned as a common basic frame for each company to proactively utilize and develop according to their industry, brand characteristics, and target consumers. It organizes concepts and checkpoints to stop and confirm from various standpoints and perspectives at each process, such as advertising planning, production, dissemination, and post-dissemination.
Advertising communication is not completed solely by advertisers, but is formed through collaboration with many stakeholders such as advertising agencies, production companies, and media. Through these guidelines, JAA promotes the practice of advertising trusted by consumers by deepening the understanding of DE&I together with stakeholders.
[Comment by Chair Satoko Ubukata (Toray International)]
These guidelines were formulated as a common basic frame for everyone involved in advertising to think about "expressions that make everyone feel respected." We hope it will be widely utilized in the practical work of advertising communication.
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