일본에서의 이중가격표시에 대한 규제와 사례 = Regulations and cases of dual price labeling in Japan

다국어 초록 (Multilingual Abstract)

In order to prevent and optimize violations related to price labeling , Japan has created and operated a "price labeling guideline" for what price label displays may mislead general consumers and violate the Act against Unjustifiable Premiums and Misleading Representations, and operates a "future price guideline" for dual price labeling displays that compare future sales prices.
Double price labeling refers to the fact that a business operator displays the actual selling price of the product it sells and other more expensive prices (so-called comparative prices).
If the content of the double price labeling is not appropriate, it gives general consumers the wrong perception that the business's sales price is low, causing misunderstanding among consumers, which can be a glass misrepresentation (unfair indication) prohibited by the Act against Unjustifiable Premiums and Misleading Representations, and there is a high concern that it will hinder fair competition with competitors. If the double price labeling is unfair, it is the case where the price of a product that is not the same is used for the comparison and control price, and a different or ambiguous indication from the actual one.
The price presentation guidelines define the types of double price labeling by dividing them into ① double price labeling using Past Sales Prices as comparing and contrasting prices, ② double price labeling using Future Sales Prices as comparing and contrasting prices, ③ double price labeling using Recommended Retail Prices as comparing and contrasting prices, ④ double price labeling using Competitors' Sales Prices as comparing and contrasting prices, ⑤ double price labeling using Sales Price to other customers as comparing and contrasting prices, ⑥ labeling using Discount Rates or Discounts, and ⑦ labeling a price that Emphasizes the Lower Price.