SoftBank's SB C&S sold a screen coating that 'prevented scratches and viruses' — no proof

SB C&S, the SoftBank group company that distributes phones and accessories, sold liquid screen coatings under the INVOL brand: ULTRA Coating and Extra Fine Coating for smartphones and tablets. The packaging, the product websites, the 'Toretech!' store site and a YouTube video promised that 'a strong glass film protects the product from scratches', 'scratch prevention' and — for the ULTRA line — 'antiviral and antibacterial' effects, carrying the SIAA mark and claims that bacteria would be 'suppressed to 1/100 or less'. The displays ran from July 2023 to August 2025.

The Consumer Affairs Agency demanded substantiation. SB C&S submitted materials within the deadline — but the CAA rejected them: the testing methods did not support the scratch-prevention, antibacterial or antiviral claims as displayed. The displays were ruled misleading representations of superiority, and the measure order came on 18 December 2025. The coatings had been sold through SoftBank shops and other retailers; sales had already ended.

The order required SB C&S to publicly notify consumers that the displays were misleading, to adopt recurrence-prevention measures with CAA-approved wording, and to report back. The company said it took the order seriously and would strengthen compliance — a SoftBank-group product pulled down by its own packaging claims.