Photo/Illutration The building in Tokyo’s Chiyoda Ward that houses the Consumer Affairs Agency and other government organizations (Asahi Shimbun file photo)

About half of consumers take "No. 1 in customer satisfaction" declarations in ads into consideration, but a Consumer Affairs Agency survey shows many advertisers fail to verify their actual validity before making the claim. 

The agency, which conducted the survey beginning in the spring, targeted both consumers and advertisers. Its intent was examining the use of customer satisfaction assertions in product and service ads.  

The survey follows numerous violations of a law against unjustifiable premiums and misleading representations in the last fiscal year; the agency ordered 13 companies to take preventive measures after making misleading customer satisfaction claims that were not based on objective surveys.

According to the report released on Sept. 26, the survey of 1,000 consumers found that 4.6 percent said these assertions significantly influenced their purchasing decisions, while 44.4 percent said they had some influence.

Similarly, language working in high percentages such as “90 percent of doctors recommend” influenced 49.5 percent of respondents.

These findings highlight the strong influence of these assertions on consumer choices.

On the other hand, an interview-based survey involving 15 advertisers who said their products were "No. 1" or used high-percentage factoids in their ads revealed that many attributed their use to recommendations or proposals from research or consulting firms.

The relatively low cost, ranging from 100,000 yen ($670) to several hundred thousand yen per phrase, was also a common factor cited.

The survey found that many advertisers did not know the basic aspects of the studies conducted by research firms, such as what was in their questionnaires.

Many advertisers responded, “We trusted the research firm,” or “We thought it was fine since other companies were using the same firm.”

Following the survey, some advertisers decided to stop using such advertisements.

The agency said that advertisers should verify the basis of any declarations themselves and take steps to ensure that consumers can also check the supporting information.

The report also included standards to provide a reasonable basis to substantiate customer satisfaction or high-percentage claims.

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