When you see a number, check four things.
History's lessons for today's decisions ／ Steps to Take When Unsure
Four questions to verify information
To what extent can this number, this story, be trusted?
A 3-Minute Guide: Four Questions to Check Information
1See it
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The date. When is the number from?
The unit. Is it yen, percent, or people?
The total. What is this number a part of?
The source. Who published this number?
If even one of these is missing, be cautious with that number.
For example, three call rates are listed on the same page.
9.35 yen/180 sec, 11 yen/20 sec, 10 yen/40 sec
Converted to a per-minute rate, they are 3.12 yen, 33 yen, and 15 yen.
Show how you converted it.
And a fifth question: Who paid for this?
Failing to disclose something is an ad has been illegal since October 1, 2023.
2In numbers
33yen
Call rate from a mobile phone, converted to a per-minute amount.
3What would you do?
You see a social media post that says, 'This made my life so much easier.' It's not labeled as an 'Ad.' How should you read it?
Pick one
Believe it as a personal opinion.
Failing to disclose that something is an ad has been illegal since October 1, 2023. If there's no 'Ad' label, you need to figure out for yourself if it's a personal opinion or an advertisement.
Check who paid for the post.
That's right. If it's labeled 'Ad,' you should assume it might be exaggerated. If there's no label, you need to figure out for yourself if it's a personal opinion or an advertisement.
4Read more
When to use Numbers in ads. Case counts in the news. A profitable tip from an acquaintance. A help desk phone number.
A number without all four elements is not yet a number.
Time point, unit, denominator, and source. When you receive a number, check these four. If even one is missing, put the number on hold.
Example: Three call rates listed on the same page
The Consumer Hotline page lists: landline 9.35 yen/180 sec, mobile 11 yen/20 sec, and public phone 10 yen/40 sec (tax incl.). They cannot be compared as is because the denominators are different. Converted to a per-minute rate, they are 3.12 yen, 33 yen, and 15 yen (9.35÷3, 11×3, 10÷40×60). Keeping the conversion formula is how you keep the source.
Example: Numbers change
The phone number for the National Consumer Affairs Center's backup consultation service changed on December 3, Reiwa 7. A note without a date may refer to an old number. "Oshiete! Nichigin" also states at the top of its page that for the latest information, one should also consult official publications.
The fifth question
Who paid for it? As of October 1, Reiwa 5, displays that conceal the fact that they are advertisements are a violation of the Act against Unjustifiable Premiums and Misleading Representations. If it is labeled "Advertisement," read it with an allowance for exaggeration. If not, verify for yourself whether it is a review or an ad.
Procedure
- Time point — When is the number from?Write down the date you read it and the date the number refers to separately.
- Unit — What was counted?Yen, percent, or people? Nominal or real?
- Denominator — A number relative to what?For numbers with different denominators, convert them before comparing and keep the conversion formula.
- Source — Who produced the number?Down to the name of the institution and page. If not indicated, put it on hold.
- Who paid for it?If requested by an advertiser, it's an ad. If there's no label, verify it yourself.
In other countries
The four signs of a scam cited by the U.S. FTC are: impersonating a known organization, a problem or a prize, pressure to act immediately, and a specific payment method. All of these obscure the "who" and "when," making them the flip side of the same questions.
Bibliography
- Consumer HotlineConsumer Affairs Agency
- Consumer Affairs Centers, etc., NationwideNational Consumer Affairs Center of Japan
- From October 1, 2023, stealth marketing will be a violation of the Act against Unjustifiable Premiums and Misleading Representations.Consumer Affairs Agency
- Tell Me! NichiginBank of Japan
- How To Avoid a ScamFederal Trade Commission (FTC), Consumer Advice
Related Lectures and Notes
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