Photo/Illutration A display board for election posters in Tokyo’s Shinjuku Ward is visibly larger than those used in the last gubernatorial election in 2020, due to the record number of candidates this time. (Ryo Takeda)

Want maximum advertising exposure even if you have no interest in being the next Tokyo governor? 

Then, the NHK Party is willing to sell you a spot on the huge public billboards that are dotted with candidates' posters. 

The populist political group is facing criticism for its unconventional plan to sell spaces allocated for its candidates' election posters for advertisements. 

With a record number of more than 50 candidates expected to run in the Tokyo gubernatorial election and the NHK Party fielding a huge slate, it will have a bevy of spaces to sell. 

The unusual move by the NHK Party, known for its strident policies against the nation’s public broadcaster, appears aimed at generating cash as well as disrupting traditional election practices.

Nearly half of the 53 candidates who filed their candidacy by June 17 are running on the NHK Party ticket.

Official campaigning will begin June 20 for the gubernatorial election, which will be held July 7.

During the campaign period, there will be billboards displaying election posters installed in approximately 14,000 locations across the capital. Many of the boards will have 24 spaces allocated for the NHK Party, which equals the number of candidates the party will field.

The party is selling its allocated spaces, in the form of receiving a donation, for at least 10,000 yen ($63) per location. The price will increase after the election is officially announced on June 20.

The campaign has already received orders from potential buyers for about 900 locations, mainly in the bustling Chiyoda and Chuo wards, according to the party.

Following the election regulations, the NHK Party has paid 3 million yen for each of the 19 candidates it officially endorses, totaling 57 million yen.

Despite the significant expenditure, the party expects to profit from the campaign, aiming to rake in 140 million yen if all poster spots are sold for 10,000 yen each.

Despite the absurdity and the potential disruption it may cause to voters and election officials, the party's fund-raising tactic is not illegal, at least not yet.

As long as posters comply with regulations–such as not containing false information or defamation–they enjoy significant freedom in content and design, according to the internal affairs ministry.

There are no restrictions either on putting up posters with different content or designs at different locations.

Because policymakers did not consider such a possibility, the practice of selling poster spaces to third parties is not explicitly prohibited under current election laws. This has prompted calls for a legislative review.

“The exploitation of legal loopholes to commercialize election campaigning through mass acquisition of poster spaces risks undermining a healthy democracy,” said Hiroshi Shiratori, a professor of political science from the Graduate School of Hosei University in Tokyo. “Urgent measures are needed to prevent such a practice.”

(This article was written by Ryo Takeda and Kaho Matsuda.)

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