“You can lose weight just by drinking” “Staining pores” “Stain bleach and topic” -Online advertisements that continue to expand in the market are endlessly exaggerated and misrepresented. The self-cleaning action is not working, and the situation is so serious that the country will take action. When I interviewed the people concerned, I could see the distorted structure of the industry. ■ More than 10,000 complaints According to Dentsu’s announcement, online advertising expenses in 2020 will be 2,229 billion yen, which will continue to grow to the extent of 2,253.6 billion yen in the four media media such as television and newspapers. In proportion to that, the number of advertisements that deceive consumers is increasing. The number of advertising complaints submitted to the public interest incorporated association “Japan Advertising Review Organization (JARO)” in FY2020 was about 12,000, the highest ever. The subjects are conspicuously related to beauty and health such as health foods, cosmetics, and quasi-drugs. JARO said, “A cosmetic gel that uses a synthetic photo of a nobel prize-winning ingredient in an advertisement, such as cosmetics that can remove dirt from pores.” “You can lose weight just by drinking, money-back guarantee, 500 for 6 days.” Although it was a yen, it is a subscription contract, and even if you apply for cancellation, it is a health food that you can not cancel unless you continue to purchase for one year. ” .. In affiliate advertising, an advertisement creator called an affiliate advertises an advertiser’s product in an article or the like at the request of an agency. The creator gets a reward according to the number of customers sent to the sales site and the number of contracts. According to a survey by Yano Research Institute, the affiliate advertising market in FY2008 is expected to be 325.8 billion yen (up 5.2% from the previous year), and is expected to expand to 495.1 billion yen in four years. The company cites “expansion of affiliate budget of major national clients” and “possibility of increasing affiliate market entry companies” as reasons for growth. The Consumer Affairs Agency has launched a fact-finding survey on affiliate advertising. At the same time, it plans to set up a study group by experts and summarize measures for optimization within the fiscal year.