Outdoor Advertising Day

What Is Outdoor Advertising Day?

September 10th is "Outdoor Advertising Day" in Japan. On this date in 1973, a bill amending the Outdoor Advertisement Act passed the Diet, clearly defining the outdoor advertising business in law and creating a notification system for outdoor advertising companies. The following year, 1974, the All Japan Federation of Outdoor Advertising Associations (now the Japan Federation of Outdoor Advertising Associations, known as "Nikkoren") established the day. Its purpose is to promote the sound development of the outdoor advertising industry and to spread knowledge of the rules governing outdoor advertisements.

The History Behind the Day

Because signs, neon lights, and other outdoor advertisements are closely tied to a town's scenery and safety, their use is governed by laws and local ordinances.

• The Outdoor Advertisement Act: enacted in 1949, this law sets standards for regulating how outdoor advertisements are displayed and how the structures that carry them are installed, in order to create good scenery, preserve natural beauty, and prevent harm to the public.
• The 1973 amendment: the outdoor advertising business was clearly defined in law, and a notification system for outdoor advertising companies was introduced.
• The ten-day campaign: from 1982, September 1st to 10th was designated an outdoor advertising beautification period, and in 2010 the Ministry of Land, Infrastructure, Transport and Tourism designated the same period as a campaign for the proper display of outdoor advertisements, run jointly by the public and private sectors.
• Registration of the day: in 2023, the day was certified and registered by the Japan Anniversary Association.

What Counts as an "Outdoor Advertisement"?

Outdoor advertisements are advertisements displayed outdoors. Besides shop signs, billboards, neon signs, utility-pole ads, and posters, they even include advertising balloons and "chindon-ya," the costumed street musicians who promote shops. Much of the familiar scenery of our towns is actually shaped by outdoor advertising.

Trivia About Outdoor Advertising

• The origins of Nikkoren: the federation began in 1958 as the All Japan Federation of Signboard Advertising Unions, was reorganized as an incorporated association in 1965, and adopted its current name as a general incorporated association in 2012.
• Safety inspections for signs: preventing aging signs from falling is considered a major challenge for the industry, and since December 2016 Nikkoren has run training courses in sign inspection jointly with the Japan Sign Association.
• Balancing ads and scenery: detailed rules for outdoor advertisements are set by prefectural and municipal ordinances, and some municipalities strictly regulate the color and size of signs to protect historic streetscapes.
• Advertising-related anniversaries: Japan also has days for other media, such as Transit Advertising Day (May 2), Utility Pole Advertising Day (May 28), Newspaper Advertising Day (October 20), and Magazine Advertising Day (November 5).

Tips for Marking This Day

• On your commute or a walk, look for one sign that really catches your eye
• Think about why it stood out — its colors, lettering, or where it's placed
• Look up your local outdoor advertising ordinance and scenery rules
• Notice old enamel signs and long-established shop signs that tell the story of a town's history

Even Familiar Signs Carry a Town's History and Rules

The signs and ads we pass every day are put up under the rules of laws and ordinances, with consideration for safety and scenery. Let September 10th be a day to look up a little, take in the advertising around town, and appreciate the role and craft behind it.