Japan: Publication of DMCH final report on the Evaluation of Competition in the Digital Advertising Market

The Digital Market Competition Headquarters (DMCH) issues its Final Report on the Evaluation of Competition in the Digital Advertising Market. It states fairness, transparency and availability of choice as essential elements for the sound development of the digital advertising market. It suggests several approaches to tackle issues, such as legal consideration in applying the Japanese `Act on improving Transparency` regarding transparency, data enclosure, self-preferencing, disclosure of search parameters and fairness in procedures. Personal data is to be handled by guidelines of the Ministry of Internal Affairs and Communications while the evaluation of the competitive environment on the default settings of search engines is to be enforced through the Japanese Antitrust Act.