Voluntary Code (for low-alcohol beverages)
JSLMA established voluntary code for low-alcohol liqueurs and spirits with an alcohol content of less than 10% (so-called canned chu-hi) to prevent confusion with non-alcoholic beverages such as soft drinks and fruit juices. These standards were established in 2000 (Alcohol Mark), 2001 (Ingredients), and 2002 (Specific Matters).
Since then, the association has continued to hold committee and board meetings to deliberate on whether its voluntary standards for product and advertising labeling are adapting to changes in the social environment, as part of its social responsibility as a liquor manufacturer.
In recent revisions, effective November 2006, a restriction was imposed limiting the size of fruit images and photographs on canned containers to one-quarter (25%) of the displayable area. From January 2008, this restriction was extended to all advertising, including television and posters. Furthermore, from November 2009, it was agreed that if the fruit juice content exceeds 90%, the product should be labeled as "over 90% fruit juice."
Since then, the association has continued to hold committee and board meetings to deliberate on whether its voluntary standards for product and advertising labeling are adapting to changes in the social environment, as part of its social responsibility as a liquor manufacturer.
In recent revisions, effective November 2006, a restriction was imposed limiting the size of fruit images and photographs on canned containers to one-quarter (25%) of the displayable area. From January 2008, this restriction was extended to all advertising, including television and posters. Furthermore, from November 2009, it was agreed that if the fruit juice content exceeds 90%, the product should be labeled as "over 90% fruit juice."
(1) Voluntary standards for the alcohol mark
The main labeling area of canned chu-hi containers will feature a "sake mark" (a circle with the word "お酒" written inside) in a contrasting color to the background, at the bottom of the container.
(2) Voluntary standards for raw materials
The regulations stipulate that canned chu-hi containers must display the ingredients used in their manufacture, and specify the order of the ingredients, font size, and other details of how they should be displayed.
(3) Voluntary standards for specific matters
This regulation concerns canned chu-hi specifying the proportion of fruit juice used, how the product name is displayed, the use of fruit illustrations or photographs, preventing misleading representations, and other important labeling considerations.