# Cold Calling Laws in Japan (2026): B2B Rules

Yes. B2B cold calling is legal in Japan. The telemarketing rules in the Act on Specified Commercial Transactions don't apply when the buyer purchases for business (section 26), and Japan has no do-not-call register. When you call consumers, you must say who you are and why you're calling at the start, you can't keep soliciting someone who has said no, and they can cancel within 8 days.

Reviewed October 2026. A plain summary for business-to-business calls, not legal advice.

| Rule | Summary |
|---|---|
| B2B cold calls | Allowed: the phone sales rules exclude business purchases |
| Calls to consumers | Say who you are and why at the start. Stop if they say no |
| Cooling-off for consumers | 8 days after they receive the contract documents |
| Do-not-call register | None |
| Penalties | Instructions and business suspensions of up to 2 years |
| Regulator | Consumer Affairs Agency |

## Which laws cover cold calling in Japan?

- The Act on Specified Commercial Transactions (Act No. 57 of 1976). Sections 16 to 25 set the rules for telemarketing sales to consumers, and section 26 lists the sales they don't cover.
- The Act on Regulation of Transmission of Specified Electronic Mail, which covers marketing emails after the call.
- The Act on the Protection of Personal Information (APPI), which covers how you handle contacts' names and numbers.

## Is B2B cold calling legal in Japan?

Yes. Under section 26(1)(i) of the Act on Specified Commercial Transactions, the telemarketing rules don't apply to a sale where the buyer enters into the contract for business purposes or as part of their business. A call selling to a company for its business is outside them.

The rules still apply if the person you call buys for their own use, so keep the conversation about the company's needs.

## Calling consumers in Japan

- Before soliciting, tell the person your company's name, your own name, what you're selling, and that the call is to sell it (section 16).
- Don't keep soliciting someone who has said they don't want to sign a contract (section 17).
- Give the consumer documents with the details of the offer and the contract (sections 18 and 19).
- The consumer can withdraw or cancel in writing within 8 days of receiving those documents (section 24).

## Is there a do not call register in Japan?

No. Section 17 only stops you from soliciting someone again after they've told you no. The Japan Federation of Bar Associations called on 14 July 2022 for a register that would let consumers refuse telephone sales in advance, but Japan hasn't introduced one.

## Penalties for breaking the rules

If a company breaks the telemarketing rules, including sections 16 and 17, the competent minister can issue instructions and order it to suspend its telemarketing business, in whole or in part, for up to 2 years (sections 22 and 23). The Consumer Affairs Agency enforces the Act.

## Emails after the call

Under section 3 of the Act on Regulation of Transmission of Specified Electronic Mail, you can only send marketing emails to people who agreed to receive them or gave you their address, people you have a business relationship with, or businesses that have published their email address. Keep a record of consent, and stop when someone asks.

## Before you call Japanese businesses: a checklist

- Call companies about products for their business.
- Say your company's name, your name and why you're calling at the start of every call.
- Stop at once if someone says they're not interested, and don't call them back about it.
- If you sell to consumers, send the contract documents and respect the 8-day cooling-off period.
- Only send follow-up emails to people who agreed, are customers, or have published their business address.

## Can you call a lead who asked you to?

No register to check (Not applicable).

- Japan has no do-not-call register. The telemarketing rules only ban soliciting someone again after they've said no.
- Sales to a business for its business are outside those rules.

Sources: [Act on Specified Commercial Transactions (English, tentative translation)](https://www.japaneselawtranslation.go.jp/en/laws/view/4302/en)

## FAQs

### Is cold calling legal in Japan?

Yes. Calls selling to businesses for their business are outside the telemarketing rules. Calls to consumers must start by saying who you are and why you're calling, and you can't keep soliciting someone who has said no.

### Does Japan have a do not call list?

No. There's no national do-not-call register. Section 17 of the Act on Specified Commercial Transactions only bans soliciting someone again after they've told you no.

### Do Japan's telemarketing rules apply to B2B sales?

No. Section 26(1)(i) excludes sales where the buyer enters into the contract for business purposes or as part of their business.

### What is the cooling-off period for phone sales in Japan?

Eight days. A consumer can withdraw or cancel in writing within 8 days of receiving the contract documents (section 24).

### Can I send marketing emails after a cold call in Japan?

Only to people who agreed or gave you their address, people you have a business relationship with, or businesses that have published their email address.

## Sources

- [Act on Specified Commercial Transactions (English, tentative translation)](https://www.japaneselawtranslation.go.jp/en/laws/view/4302/en)
- [Act on Regulation of Transmission of Specified Electronic Mail (English, MIC translation, PDF)](https://www.soumu.go.jp/main_sosiki/joho_tsusin/eng/Resources/laws/Specified-E-mail-index.pdf)
- [Japan Federation of Bar Associations: opinion of 14 July 2022 (Japanese, PDF)](https://www.nichibenren.or.jp/library/pdf/document/opinion/2022/220714.pdf)
- [Consumer Affairs Agency: Specified Commercial Transactions Act guide (Japanese)](https://www.no-trouble.caa.go.jp/)

Page: https://switchstack.io/cold-calling-laws/japan
Cold calling services in this market: https://switchstack.io/cold-calling-services/japan