Shin-Nihon Enex's 'No.1' solar claims rested on a survey of impressions

Shin-Nihon Enex sells household solar-power systems and storage batteries from Fukuoka. On its website it displayed a string of No.1 banners: 'No.1 JMR solar/storage-battery sales with solid after-service', 'No.1 2022 JMR solar/storage-battery sales you can install with peace of mind' and 'No.1 2022 JMR storage-battery sales you would want to recommend to a friend' — plus a 2020 set that included 'Customer Satisfaction No.1'. Each claimed first place in its category on the strength of surveys by Japan Marketing Research (JMR).

The catch was the surveys themselves. JMR had never checked whether respondents actually used Shin-Nihon Enex's or its competitors' products — they only asked about impressions. Nor did the website quote the survey results accurately. The Consumer Affairs Agency judged the displays misleading: consumers would read 'No.1' as a ranking among real users. On 27 February 2024 the agency had already issued a measure order against the same displays, together with another solar installer, Anshinrai Home.

On 5 June 2025 the CAA ordered Shin-Nihon Enex to pay a surcharge of 99,890,000 yen — 3% of the 3,329,796,494 yen in sales of solar systems and batteries recorded between 10 April and 29 November 2023, though the banners ran only from 10 April to 29 May — payable by 6 January 2026. A survey of impressions had accompanied ¥3.3 billion of sales; the surcharge regime turned the difference into a bill.