Japan’s Consumer Affairs Agency has issued an administrative order to H.I.S. Mobile, finding that the company’s advertising for its overseas mobile router rental service, “HIS Wi-Fi,” violated the Act against Unjustifiable Premiums and Misleading Representations by creating a misleading impression of favorable terms.
On its website from February 5 through May 8, 2025, the company displayed: “Spring Travel Support Campaign: Wi-Fi Unlimited Plan Rental Fee 45% OFF *Shipping not included February 4 (Tue)–May 8 (Thu), 2025 *Limited to applications made during the campaign period.” The display suggested that only customers applying during the stated period would receive a favorable 45% discount compared with applications made afterward. In fact, customers applying after the campaign period could receive the service at prices reflecting a higher discount rate.
In addition, from December 18, 2025, through February 2, 2026, the company displayed statements including: “First Dream Fair 2026: 2025.12.18 Thu ▶ 2026.2.2 Mon: Limited-Time 50% OFF” and “Daily rental fee: 50% discount applied for the First Dream Fair!” These displays suggested that the undiscounted price was the regular price normally offered by the company. However, that price had not actually been offered for a substantial period in the recent past.
The Consumer Affairs Agency ordered H.I.S. Mobile to thoroughly inform general consumers that these displays violated the law, implement measures to prevent recurrence and ensure that its officers and employees are fully informed, and refrain from making similar displays in the future.
H.I.S. Mobile is headquartered in Shinjuku, Tokyo, and was established in February 2018. Its capital is 50 million yen.
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