Vending Machines in Japan- Ethical Dilemmas With the growing popularity and use of vending machines in Japan, there

are also controversies that arise from an ethical standpoint. The first, being the, most documented is the products that are available and the impact they have on Japans traditional culture. The top two to ban or not to ban products are cigarettes and alcoholic beverages. In contrast to the subtle advertisements allowed in the United States; Japan Tobacco, the worlds number three cigarette maker has chosen to target its market to young adults. Through its focused campaigns and the use of vending machines, JT has opted to boost its tobacco sales with its mainstay product, Mild Seven Cigarettes. In and interview in September 2007, JTs President Hiroshi Kimura said, Our market share had been sliding little by little since the firm was privatized in 1985, and this was the first rise in six terms on a half-year basis. We are hoping to achieve growth for the full year as well. I believe our marketing campaign targeting young adults to commemorate the 30-year anniversary of our mainstay Mild Seven brand has begun to bear fruit. (Anna, 2008) As a business, JT has a right to grow in its marketing and production. The dilemma is, at what cost beyond financial risks? In their quest to increase their empire, JTs strategy is in direct opposition of Japans goal to combat underage smoking with the use of ID cards. What is even more ironic is that, Japan is also considering lowering the age of adulthood from 20 to 18. This questions whether or not Japan really wants to combat underage smoking at all. The latest studies show that 42% of boys and 27% of 3rd year high school students have experienced smoking before. (Anna, 2008) The ID solution is nothing more than a technological honor system. Only holders of Taspo IC cards, issued free by the Tobacco Institute of Japan will be able to buy cigarettes from automated vending devices. The

cards do not require a password or any other identifying requirement, making it possible for people other than authorized cardholders can use them to buy cigarettes. Underage smokers purchase cigarettes almost anytime and anywhere. Sadly, in Japan, over 500,000 cigarette vending machines generate over 40% of the total sales of cigarettes. (Levin, 2000) So while JTs assets grow, it is also possible that Japan may see an increase in underage smoking and inherit health risk that they may not be prepared for. With cigarettes being at the top of the controversial list of products, Japan also faces other issues with the sale of alcohol. Most machines carry four specific items: soft drinks, coffee, tea, and vitamin drinks for executives on the go; but technology is for convenience and Japan has made it convenient to satisfy whatever need consumers desire through quick coin- operated sales. Alcohol vending machines are meant only for people over the age of 20, but it works on an honor system. In Japan, beer can be sold in vending machines. Japan has liberal laws in regards with the selling and consumption of alcohol. However, Japan has very strict laws against operating a motor vehicle or riding a bicycle after or during the consumption of alcohol. We reach another irony in how vending machines go against the grain of culture. With such strict laws for operating transportation; it is interesting that these machines could be found in abundance while you were driving or riding. This was a fact not ignored by Japan. In 2000, they began to phase out these machines in major cities and make them available more in hotels as an alternative. (Campbell, 2007) For instance, you can spot or find it everywhere around the places in Osaka where almost all the places have at least one or two vending machines for you to buy drinks from. If you walk around in every 2-5 km, there will be one beside or in front of you. However, vending machines you find in Tokyo are usually all non-

alcohol. With the current clamp down on alcoholism amongst teenagers, vending machines selling alcohol are gradually being phased out, because there is not yet any way of checking the age of someone buying from one of those machines. Soon, Japan will begin to see a technological breakthrough in the vulnerability of sales in cigarettes and alcohol and how vending machines can help combat underage use. With another crisis in the environment, companies are working to remove the current CO2 machines along streets and replace them with high- tech, safer vending machines.

Anna. (2008, January 29). japaninc blog. Retrieved July 14, 2010, from japaninc.com: http://www.japaninc.com/print/2887 Levin, M. A. (2000). Japan: streets unsafe as machines prey on children. Retrieved July 25, 2010, from Tobacco Control: http://tobaccocontrol.bmj.com/content/9/2/129.5.extract