In late September 2025, reports surfaced in Japan that Shinjiro Koizumi’s political team had distributed a list of pre-written comments to supporters, encouraging them to post praise for him during livestreamed debates on platforms like Nico Nico Douga.
The comment templates included phrases like “No doubt, the next Prime Minister,” and “He’s matured through real, gritty work.” On the surface, these messages might appear like genuine fan support. But the revelation that they were coordinated by the candidate’s team prompted an immediate backlash.
For many, this wasn’t just about campaign strategy—it struck at the heart of a deeper issue: What happens when trust is used as a tool for influence?
And more specifically: At what point does messaging become manipulation?
In Japan, this incident renewed interest in stealth marketing—known locally as “ステマ” (sutema)—which involves promoting something without disclosing that it’s an advertisement or endorsement. With laws tightening around such practices, this case offers a timely lens into how hidden influence can be just as powerful—and controversial—as overt advertising.
What Is Stealth Marketing, Really?
Stealth marketing refers to any promotional activity that hides its commercial intent.
This includes tactics like:
- Sponsored influencer posts without “#ad” or “PR” disclosure
- Fake reviews or testimonials paid for by a company
- Content designed to appear organic while actually being coordinated by a brand or campaign
The issue isn’t the promotion itself—it’s the lack of transparency.
Consumers tend to trust reviews, recommendations, and casual commentary more than overt advertisements. Stealth marketing exploits that trust by posing as “real” feedback, when in fact it’s driven by financial or strategic agendas.
Japan’s 2023 Crackdown on Stealth Marketing
Until recently, stealth marketing existed in a legal gray zone in Japan. But in October 2023, Japan’s Act against Unjustifiable Premiums and Misleading Representations was revised to explicitly prohibit undisclosed promotions. Under the revised rules:
- Companies are required to disclose any promotional content they direct or influence
- Even non-paid content (like a free sample) must be labeled if it’s part of a company-initiated promotion
- Violations can result in administrative action, fines, and reputational damage
The law shifted the responsibility from consumers “figuring it out” to companies disclosing upfront.
This puts political campaigns, influencers, and brands alike on notice—if you’re promoting something, you need to say so clearly.
Is Koizumi’s Comment Directive Stealth Marketing?
Let’s apply the above to Shinjiro Koizumi’s situation.
His team reportedly instructed supporters to post positive messages during political livestreams. The key elements:
- The comments appeared spontaneous but were actually pre-written by the campaign
- There was no disclosure that the posts were coordinated
- They were strategically placed to influence public perception in real time
From a marketing standpoint, these elements align closely with stealth marketing principles. While this took place in a political context, the structure of concealed persuasion is identical to that found in corporate PR scandals.
Legally, the rules for political messaging may differ from commercial advertising. However, the ethical concern remains:
If you’re using ordinary-looking voices to push a message, without telling people they’re orchestrated—aren’t you manipulating trust?
Why Stealth Marketing Feels So Wrong
Stealth marketing violates more than just legal codes—it violates emotional contracts.
When we see a comment online, we subconsciously assume:
- It comes from a real person
- It reflects their true experience or opinion
- There’s no hidden motive
Stealth marketing exploits this baseline trust. It turns emotional authenticity into a tactic. That’s why it feels more insidious than a TV commercial or banner ad—because it pretends to be real.
But What If Trust Isn’t Part of the Equation?
Here’s a fascinating twist: not all influencers or communicators rely on trust.
Some creators are openly transactional (“everything here is sponsored”) or deliberately ironic. Others have no reputation to lose. In those cases:
- There’s no illusion of authenticity to shatter
- No betrayal to feel
In other words, stealth marketing only “hurts” when trust is present.
This raises a paradox: those who cultivate trust must handle it responsibly—or risk backlash. Meanwhile, those who operate without trust can push boundaries with fewer consequences.
That’s Why We Need Rules—Not Just Trust
The Koizumi case shows how easily influence can be hidden behind familiar, friendly language.
It’s a reminder that transparency shouldn’t be optional, especially in public discourse.
Stealth marketing laws may have started in the consumer space, but their principles apply far more widely. In a world saturated with messages, we need:
- Clear labels
- Honest signals
- And yes—accountability
Whether you’re selling skin cream or selling a political vision, the rule is the same:
If you’re using trust, be transparent. If you’re not transparent, don’t expect to keep the trust.
📚 Sources
- Shinjiro Koizumi’s team sent “praise comment templates” to supporters — Shukan Bunshun
- Japan’s Stealth Marketing Ban Takes Effect — BizDrive
- First Penalty Issued Under New Stealth Marketing Law — Ushijima Law
- PR or Deception? Where the New Law Draws the Line — CREXiA
- How to Spot Hidden Influence in the Digital Age — NTT Com Online
