Underwear that 'stops 0.2 litres of urine leaking' — the CAA ordered the claim stopped

Two companies — boxXXX of Tokyo's Chiyoda ward and Beiiiii of Fukuoka — sold a men's underwear product called 'NOMORE' online for 1,980 yen per item, advertising that it would prevent up to 0.2 litres of urine from leaking out. boxXXX ran the claims from March 2025 to March 2026; Beiiiii ran the same copy from March to June 2025.

On 28 April 2026 the Consumer Affairs Agency issued administrative orders to both under Article 7(1) of the Act against Unjustifiable Premiums and Misleading Representations, finding a superiority misrepresentation (Article 5(1), 優良誤認): the leakage-prevention claim had no reasonable basis. boxXXX submitted materials that failed to substantiate it; Beiiiii submitted nothing at all — and had received its ad copy from boxXXX in the first place.

Both companies said they would take the order seriously and work to prevent recurrence. The case shows the regulator treating a health-adjacent claim — a precise, testable number attached to a body function — as needing real evidence, not marketing language.