Three Years Later, JAV Law Fails to Curb Illegal Practices in Japanese Adult Film Industry
Three years after the controversial JAV law was enacted, the Japanese adult video industry continues to navigate a complex landscape.
The law was introduced in response to growing concerns about coercion in porn—concerns amplified by high-profile scandals and arrests. Additional urgency came from the lowering of the legal age of adulthood to 18, which raised alarms about protecting young people from exploitation. In response, the legislation granted performers significantly stronger rights, such as mandatory cooling-off periods both after contracts are signed and after productions are completed.
Initially, the law appeared to mark a major turning point in public discourse. Some voices even called for the elimination of unsimulated sex in pornography or proposed banning porn entirely, as has happened in countries like South Korea—this despite Japan being home to one of the largest adult industries globally.
Yet the reaction among performers was far from uniformly positive. Many spoke out against the law, with some organizing street protests. Interestingly, several of the protesters were women who did not necessarily support the JAV industry, but who believed the legislation had the unintended consequence of legitimizing contracted sex work.
Loopholes in the law soon became apparent—amateur porn being a prominent example.
This month marks three years since the enactment of the Adult Video Appearance Victim Prevention and Relief Act. While the legislation was a step forward, it has not eliminated coercive practices in the industry. Performers still seek help from authorities regarding their participation in adult videos.
According to the National Police Agency, compliance with the law remains inconsistent. Arrests for violations have increased each year, from one in 2022 to 11 in 2023, and 29 in 2024. This trend could reflect improved enforcement rather than a surge in violations, but unlawful practices persist either way.
The Cabinet Office also reports a rise in consultations at the one-stop support center for AV-related concerns, from 164 cases in 2022 to 218 in 2023.
It may be premature to label the law a failure, but it clearly hasn’t eliminated illegal practices. Supporters might counter that the uptick in consultations indicates more performers are now able to seek legal support—something that was previously scarce—and that growing numbers reflect greater awareness of the one-stop support center.
A report in the Sankei Shimbun highlights warnings from support groups about increasingly deceptive tactics used to lure individuals into appearing in videos.
The nonprofit Paps, which aids victims, reports that scammers have been recruiting women on the street without disclosing that the work involves adult videos, or by advertising “model” jobs on social media under false pretenses.
Further complicating matters is the growing number of young women burdened by debts from host clubs. While police and the media often cite this as the primary cause of rising visible prostitution in areas like Okubo in Shinjuku, the reality is likely more complex. Some of these women may also turn to porn—particularly quasi-legal “amateur” content—but their decisions are shaped by multiple factors, not just financial obligations from nightlife venues.
The new legislation has helped former performers request video removals, but completely wiping such content remains highly unrealistic, especially as footage rapidly circulates across online platforms upon release.