JARO Launches Instagram Account to Reach the Post-"What is JARO?" Generation with Regular Updates
The Japan Advertising Review Organization (JARO) is launching an official Instagram account featuring its mascot characters to increase awareness among younger generations. This initiative aims to deliver information on advertising complaints and consumer education in an approachable way to those unfamiliar with its classic commercials.
📋 Article Processing Timeline
- 📰 Published: May 14, 2026 at 23:00
- 🔍 Collected: May 14, 2026 at 14:32
- 🤖 AI Analyzed: May 14, 2026 at 14:50 (18 min after Collected)
What is JARO?
The Japan Advertising Review Organization (JARO; Chuo-ku, Tokyo, Chairman Yutaka Nishizawa) will officially launch an Instagram account on May 14, 2026. The account will feature its three official mascot characters, the "Ad Dame Dame 3-hiki" (The 3 Bad Ads Animals), who will discuss opinions and complaints received by JARO and share consumer awareness information.
By having the characters convey information that can often be perceived as rigid when coming from a public interest corporation, we aim to make it more relatable and accessible.
■ Background and Purpose of Launching Instagram
JARO has historically disseminated information through its website, TV/radio commercials, print and online ads, and social media. While JARO is well-known among those in their 40s and older, thanks to commercials like "JARO tte nan jaro?" (What is JARO?), a key challenge has been to strengthen information outreach to the so-called "Post-'What is JARO?'-Generation"—those in their 30s and younger who are unfamiliar with the campaign.
To help more people in their 10s, 20s, and 30s learn about JARO, we are starting an Instagram account featuring our official characters, the "Ad Dame Dame 3-hiki," with the goal of making the information intuitive and easy to understand.
JARO Awareness by Age Group
[JARO Awareness & Content Comprehension Survey]
n=1,037
Survey Method: Internet survey
Survey Period: July 18-22, 2025
Survey Regions: 6 areas (Hokkaido/Tohoku, Kanto, Chubu, Kinki, Chugoku/Shikoku, Kyushu/Okinawa)
Survey Target: Males and females aged 18-79
*Excludes individuals and family members working in media, advertising agencies, or market research.
■ Envisioned Target Audience
Males and females in their 10s, 20s, and 30s; from young adults to the parenting generation (The "Post-'What is JARO?'-Generation").
■ Main Content to be Shared
・Introduction of the "Ad Dame Dame 3-hiki"
・Examples of opinions and complaints sent to JARO (company names and other proper nouns will be omitted)
・Introduction of statistical analysis of opinions and complaints sent to JARO
・Introduction of "common advertising complaint" videos
・Introduction of points for everyone to be aware of, based on advertising complaints
🔳 Account Regular Information Posting Start Date
May 14, 2026
🔳 Account Name
Japan Advertising Review Organization (@jaro_pr)
URL: https://www.instagram.com/jaro_pr/
QR code for the official Instagram
■ Who are the "Ad Dame Dame 3-hiki"?
They are Magira-washi, Uso-pyon, and Kodai.
・The liar "Uso-pyon" (center)
・The exaggerator "Kodai" (right)
・The confusing "Magira-washi" (left)
These three characters have appeared in JARO's TV/radio commercials and print/online ads since 2017. They live quietly alongside all sorts of advertisements. They will be showing off their unique personalities on Instagram as well.
■ About JARO
JARO was established in 1974 as a private, self-regulatory advertising organization, bringing together companies from various sectors such as advertisers, media companies, and advertising agencies. It currently handles around 10,000 complaints annually and works to improve advertising through its review activities and collaboration with companies and organizations.
≪Organization Overview≫
Organization Name: Japan Advertising Review Organization (JARO)
Number of Member Companies: 866 as of March 2026 (Advertisers: 365, Newspapers: 76, Broadcasters: 179, Publishers: 41, Internet (Media): 20, Advertising Agencies: 156, Ad-related: 29)
Established: August 28, 1974 (Approved as an incorporated association on October 15, 1974; certified as a public interest incorporated association on April 1, 2011)
URL: https://www.jaro.or.jp/
Head Office: Annex 5F, Ginza 2-chome Shochiku Bldg., 2-16-7 Ginza, Chuo-ku, Tokyo
Phone Number: 03-3541-2813
Representative: Yutaka Nishizawa (Chairman)
The Japan Advertising Review Organization (JARO; Chuo-ku, Tokyo, Chairman Yutaka Nishizawa) will officially launch an Instagram account on May 14, 2026. The account will feature its three official mascot characters, the "Ad Dame Dame 3-hiki" (The 3 Bad Ads Animals), who will discuss opinions and complaints received by JARO and share consumer awareness information.
By having the characters convey information that can often be perceived as rigid when coming from a public interest corporation, we aim to make it more relatable and accessible.
■ Background and Purpose of Launching Instagram
JARO has historically disseminated information through its website, TV/radio commercials, print and online ads, and social media. While JARO is well-known among those in their 40s and older, thanks to commercials like "JARO tte nan jaro?" (What is JARO?), a key challenge has been to strengthen information outreach to the so-called "Post-'What is JARO?'-Generation"—those in their 30s and younger who are unfamiliar with the campaign.
To help more people in their 10s, 20s, and 30s learn about JARO, we are starting an Instagram account featuring our official characters, the "Ad Dame Dame 3-hiki," with the goal of making the information intuitive and easy to understand.
JARO Awareness by Age Group
[JARO Awareness & Content Comprehension Survey]
n=1,037
Survey Method: Internet survey
Survey Period: July 18-22, 2025
Survey Regions: 6 areas (Hokkaido/Tohoku, Kanto, Chubu, Kinki, Chugoku/Shikoku, Kyushu/Okinawa)
Survey Target: Males and females aged 18-79
*Excludes individuals and family members working in media, advertising agencies, or market research.
■ Envisioned Target Audience
Males and females in their 10s, 20s, and 30s; from young adults to the parenting generation (The "Post-'What is JARO?'-Generation").
■ Main Content to be Shared
・Introduction of the "Ad Dame Dame 3-hiki"
・Examples of opinions and complaints sent to JARO (company names and other proper nouns will be omitted)
・Introduction of statistical analysis of opinions and complaints sent to JARO
・Introduction of "common advertising complaint" videos
・Introduction of points for everyone to be aware of, based on advertising complaints
🔳 Account Regular Information Posting Start Date
May 14, 2026
🔳 Account Name
Japan Advertising Review Organization (@jaro_pr)
URL: https://www.instagram.com/jaro_pr/
QR code for the official Instagram
■ Who are the "Ad Dame Dame 3-hiki"?
They are Magira-washi, Uso-pyon, and Kodai.
・The liar "Uso-pyon" (center)
・The exaggerator "Kodai" (right)
・The confusing "Magira-washi" (left)
These three characters have appeared in JARO's TV/radio commercials and print/online ads since 2017. They live quietly alongside all sorts of advertisements. They will be showing off their unique personalities on Instagram as well.
■ About JARO
JARO was established in 1974 as a private, self-regulatory advertising organization, bringing together companies from various sectors such as advertisers, media companies, and advertising agencies. It currently handles around 10,000 complaints annually and works to improve advertising through its review activities and collaboration with companies and organizations.
≪Organization Overview≫
Organization Name: Japan Advertising Review Organization (JARO)
Number of Member Companies: 866 as of March 2026 (Advertisers: 365, Newspapers: 76, Broadcasters: 179, Publishers: 41, Internet (Media): 20, Advertising Agencies: 156, Ad-related: 29)
Established: August 28, 1974 (Approved as an incorporated association on October 15, 1974; certified as a public interest incorporated association on April 1, 2011)
URL: https://www.jaro.or.jp/
Head Office: Annex 5F, Ginza 2-chome Shochiku Bldg., 2-16-7 Ginza, Chuo-ku, Tokyo
Phone Number: 03-3541-2813
Representative: Yutaka Nishizawa (Chairman)