CESA – 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

The 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.