In a first, consultations in Japan about social media top 100,000

Japan’s consumer affairs centers received 101,045 social media-related consultations in 2025, marking the first time the figure exceeded 100,000, according to the 2026 Consumer Affairs White Paper released Friday. The total nearly doubled since 2021, with over half of the consultations coming from individuals aged 50 or older. Among those in their 60s, consultations rose by 4,000 to 20,848, while figures for the 50s and 70+ groups reached 22,291 and 13,408, respectively. The report also noted a broader increase in consultations, with a total of 970,000 requests in 2025—up 70,000 from the previous year. Issues involving deceptive business practices, such as forced contracts for unnecessary goods, surged to 20,058, a 2.7-fold increase since 2021. Concerns related to elderly individuals, including those with dementia, remained significant at 10,020 consultations. The white paper included findings on digitalization and AI adoption, based on a 2025 survey by the Consumer Affairs Agency. About 25% of respondents reported using AI, primarily for learning, study support, and improving work efficiency, with only 12% using it for purchasing or service sign-ups. Trust in online posts by celebrities and influencers was notably high, especially among younger users, with 44.7% of those aged 15 to 19 expressing trust in such content. The data underscores growing challenges in digital literacy and consumer protection, particularly among older populations. Meanwhile, AI’s role in daily life appears limited to productivity and education, with cautious engagement in commercial transactions. The report suggests a need for targeted support to address these evolving consumer issues in Japan’s digital landscape.