What is Stealth Marketing (Sutema)?

 Certainly. Here is the explanation of the phrase "Maru de Sutema" (まるでステマ) in English.

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The phrase "Maru de Sutema" (まるでステマ) literally translates to "It's like Stealth Marketing" or "It's completely Stealth Marketing."

It is a Japanese colloquial expression used to voice suspicion, criticism, or doubt when a piece of information, a review, or an endorsement appears to be a promotional advertisement that is intentionally disguised as genuine, independent opinion.

What is Stealth Marketing (Sutema)?

Stealth Marketing (a portmanteau of "Stealth" and "Marketing") is a deceptive advertising practice where a company or its agent promotes a product or service without disclosing the fact that it is a paid endorsement or advertisement.

The core problem is that it manipulates consumer trust by presenting commercial content as sincere, third-party opinions (like a personal recommendation or a true customer review). Consumers generally weigh "personal reviews" more heavily than official company ads.

Legal Status in Japan

In Japan, as of October 1, 2023, Stealth Marketing is explicitly prohibited and regulated under the Act against Unjustifiable Premiums and Misleading Representations (Keihyoho). Any indication that a company's promotion is difficult for the average consumer to distinguish as an advertisement is considered an "unjustifiable representation" and violates the law.

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Specific Scenarios Where "Maru de Sutema" is Used

The phrase is typically used in reaction to content on the internet (social media, review sites, blogs) that shows a lack of transparency. The two main types of Sutema that draw this criticism are:

1. Hidden Payment Type (Influencer Marketing)

This occurs when an influencer, celebrity, or key opinion leader (KOL) receives compensation (money or free products/gifting) from a company to promote an item, but they fail to clearly disclose this relationship using tags like "#PR," "#ad," or "Sponsored."

• Example: A popular YouTuber posts a glowing review of a new gaming headset, praising its features, but fails to mention that the manufacturer paid them $5,000 for the video. Viewers will then comment: "Maru de Sutema."

2. Impersonation Type (Fake Reviews / Astroturfing)

This involves a company or its employees posing as ordinary consumers or unbiased third parties to publish positive reviews for their own products or, conversely, negative reviews for their competitors. These are essentially "fake testimonials" or "shill postings."

• Example: On a major e-commerce site, a product suddenly receives dozens of nearly identical, five-star reviews within a single day from seemingly random accounts. Consumers suspecting corporate interference might say: "Maru de Sutema."

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The Underlying Meaning of the Phrase

When someone says "Maru de Sutema," they are expressing more than just an observation; they are conveying:

• Betrayal of Trust: The feeling of being misled because they assumed the information was an honest, non-commercial opinion.

• Criticism of Ethics: A strong disapproval of the lack of transparency and the unethical attempt to manipulate purchasing decisions.

In short, "Maru de Sutema" is the public's immediate, critical reaction to marketing that looks too good to be true because the advertiser is hiding.