LegalCESA – Computer Entertainment Supplier's Association
『１８才以上のみ対象』家庭用ゲームソフトの広告等ガイドライン
1 Apr 20082 pages~1 min full read
The CERO 'Z' advertising guidelines, effective since April 1, 2008, and revised on June 20, 2012, mandate that all promotional materials for 18+ home-console games must exclude restricted content and clearly display the 'Z' age-rating icon.
See it on page 1Advertisers must include a mandatory disclaimer on all materials stating that the product is not sold to persons under 18 and that the game contains adult-rated content.
See it on page 2Public events featuring 'Z' rated demos must isolate the content from public view and enforce mandatory age verification for all participants and demo distributions.
See it on page 1Online platforms must implement age-gating on official game homepages, require age verification for e-commerce purchases, and provide links to the official CERO rating page.
See it on page 2Print advertising for 'Z' rated titles is strictly prohibited in school-related magazines to prevent underage exposure.
See it on page 1The regulatory framework applies exclusively to domestically sold home-console and handheld software, explicitly excluding arcade machines, adult PC games, mobile content, and parallel-imported software.
See it on page 1The guideline establishes a regulatory framework for advertising and promotional activities involving home‑console video games in Japan that have received a CERO “Z” rating, indicating they are intended exclusively for players aged 18 years and older. Its primary aim is to protect youth by ensuring that any depiction classified as “Z” is excluded from public marketing materials while clearly communicating the age restriction to consumers.
Coverage is limited to domestically sold home‑console titles, including those for handheld consoles, but excludes professional arcade machines, adult PC games, and mobile phone content. Parallel‑imported software is also outside the scope. The rules apply to packaging, print media, retail displays, events, and online platforms, and they have been in force since 1 April 2008, with a revision issued on 20 June 2012. Advertising must omit any “Z” content, display the Z icon together with a statement that the product is not sold to persons under 18, and indicate that the game itself contains such material. Print ads are prohibited in school‑related magazines, and any event demo featuring “Z” content must be isolated from public view, with mandatory age verification for all trial participants and demo distributions.
Online, official game sites must label the product as “18 years or older only” on the homepage, enforce age checks for page access, and link to the CERO rating page. E‑commerce sites selling the titles must verify the buyer’s age at purchase. The guideline also mandates that any revisions be approved by the CESA board and communicated to member organizations. Overall, the framework seeks to balance commercial promotion with stringent safeguards against underage exposure to adult‑rated game content.
