だいにち堂が消費者庁を相手取り、景品表示法処分の取り消しを求めた訴訟は、3月3日、東京地裁がだいにち堂の請求を棄却する形で決着がつきました。
だいにち堂は2017年、販売するサプリメントの広告が、景表法の優良誤認にあたるとして、消費者庁から措置命令を受け翌年8月、これを不服として命令の取り消しを求め提訴していました。しかし2021年3月3日東京地裁はだいにち堂の措置命令取消請求訴訟を棄却しました。
だいにち堂事件とはサプリメント広告で目の症状を改善する効果が得られるかのような表示をおこなっていたとして、2017年3月景品表示法違反(優良誤認)で措置命令を出したものです。 概要 だいにち堂はアスタキサンチン配合のサプリメントの広告で、「ボンヤリ・にごった感じに!!」、「ようやく出会えたクリアでスッキ!!」などと表示。眼鏡をかけて、読み物をしている中高年男性の写真とともに、「新聞・読書 楽しみたい方に 目からウロコの実感力!!爽快なクリア感アスタキサンチンを今すぐ始めませんか?クリアな毎日を応援します」などと記載していた。 だいにち堂は、これら表現は主観的・抽象的表現であり、商品の優良性を示すものではないと主張。不実証広告規制による根拠要求の対象外であるとした。抽象的表現に根拠を求めるのは「表現の自由」も侵害するとして、同規制の適用は違法とした。 一方消費者庁は、「ボンヤリ」等の表現は、目の見え方が不良・良好な状態を意味しうるものであり、商品の優良性を表現すると指摘。優良誤認の該当性判断のため、根拠を求めるのは不実証広告規制の適用要件を満たすと主張し、2017年3月景品表示法違反(優良誤認)で措置命令を出した。 提出された資料と消費者庁の判断 資料内容:購入者に対する取材概要、購入者からの意見、厚生労働省が実施した国民生活基礎調査の結果、リピート率の分析結果等 消費者庁の判断:消費者の体験や意見が表示の裏付けとなる合理的な根拠となり得るためには、統計的客観性が十 分に確保されている必要があり、無作為抽出法で相当数のサンプルを抽出するなど作為が生じないようにしておこなわなければならない。しかしだいにち堂の提出資料はそのようなものではなく、資料をもって表示の裏付けとなる合理的な根拠とすることはできない。 資料内容:アスタキサンチン・アントシアニンの人に対する効能を検証した試験結果 試験に使用された成分の量と表示の成分含有量がまったく異なるものであった。さらに試験対象者はそれぞれ平均年齢26.6歳の10名、平均年齢32.6歳の20名であったが本品は「老眼の症状改善」をうたった高齢者をターゲットにした商品である。 試験条件が本品の使用態様と大きく異なるため、これらの資料をもって表示の裏付けとなる合理的な根拠とすることはできない。 参考 平成29年度諮問第33号(平成29年11月20日諮問)行政不服審査会 第2部会|消費者庁
本件のポイント
だいにちどう事件は抽象的な表現であっても措置命令の対象になり得ることを示し、当時業界を震撼させた有名な事例です。今回控訴が棄却されたことで、「具体的なことは標ぼうせずとも広告全体として効能をイメージさせると措置命令対象になる」との行政の考え方がお墨付きとなりました。
今後事業者には、広告全体の印象にも気を配ることが求められます。
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