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Cease and desist order against misleading representation by beverage manufacturers and retailers in Okinawa

April 28/2003
Japan Fair Trade Commission

The JFTC, following an investigation into representations of Shikuwasha (Citrus depressa Hayata) drink of beverage manufacturers and retailers in Okinawa, today issued a cease and desist order against violation of Section 4 (1) of the Premiums and Representation Act.

1. Companies involved

Name of company Place of company
K.K. Yonabaru Soba Honpo Mitsukura Food Yonabaru town, Okinawa
K.K. Nago Pineapple winary Nago-city, Okinawa
K.K. Nao Network Naha-city, Okinawa
K.K. Biremo Okinawa Toyomijo-city Okinawa
Yamahiro bussan Corporation Naha-city, Okinawa
K.K. Okinawa Fujijin Ginowan-city, Okinawa
Toguchi Corporation Nago-city, Okinawa

2. Outline of order

(1) Outline of violation
The seven beverage manufacturers and retailers made following misleading
representation on shikuwasha drink.

They displayed as if the juice were made only from shikuwasha on the label and package for products.

All or large part of juice were made from calamansi.

(2) Content of elimination measures
i) Notification to consumers on the misleading representations
ii) Ban on misleading representations to consumers in the future.

3. Outline of order

The JFTC requested following measures of Okinawa Health Food Industry Association.
(1) Familiarization to the members on this cease and desist order.
(2) Guidance for the members on proper representation of fruit juice not to violate
the Premiums and Representation Act.

*Every announcement is tentative translation. Please refer to the original text written in Japanese.

Japan Fair Trade Commission:

100-8987 1-1-1 Kasumigaseki, Chiyoda-ku, Tokyo,Japan
Tel: +81-3-3581-1998
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