Free Meals For Posts Put Ajinomoto Under Stealth Marketing Probe

Sep 20, 2025 | News On Japan

TOKYO - The Consumer Affairs Agency announced that Ajinomoto and Inglewood are suspected of engaging in stealth marketing practices in connection with their frozen home-delivery meal brand, "Aete." The companies allegedly asked individuals to post on social media in exchange for free products and later republished those posts on sales sites.

According to the agency, Ajinomoto and Inglewood provided the frozen meals free of charge on the condition that recipients promote them on Instagram. Some of the posts were then featured on the companies’ sales websites.

The posts were presented as customer reviews such as "impressions after trying it," without making clear that they were advertisements. The agency said this practice may fall under stealth marketing, which is prohibited by the Act against Unjustifiable Premiums and Misleading Representations.

Since both companies have already deleted the questionable content and submitted voluntary corrective measures, the so-called "commitment procedure" was applied, meaning no formal order will be issued.

The companies commented that they had strengthened their advertising management system and would continue to ensure full compliance with relevant laws and regulations.

Source: TBS

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