The landscape of credit card transaction policies has seen significant shifts since July 2022, when DMM.com faced restrictions after Mastercard ceased processing adult content transactions. Since then, the number of e-commerce platforms dealing in adult content that have seen specific credit card brands suspend services has surged. This includes major players like DLsite and the doujinshi online store Melonbooks. As a result, a growing number of users in Japan and overseas have switched to "JCB" credit cards to avoid payment issues.
However, this presents a unique advertising challenge for JCB. How do you promote the fact that, in Japan, some purchases are now exclusive to JCB – a major advantage over Visa and Mastercard – without explicitly stating it? This dilemma has left many netizens amused and pondering the best way to highlight JCB's newfound dominance.
The discussion kicked off with a tweet from a user who pointed out:
I just saw a JCB commercial, and it was all about "You can use it at bars, restaurants, beauty salons!" – emphasizing its wide acceptance. But the real, undisputed killer feature of JCB right now is that in Japan, there are things only JCB can process, while Visa and Mastercard can't! Too bad they can never air that on TV... Kinda sad, lol.
Other netizens chimed in with humorous suggestions, noting that JCB certainly couldn't run ads like: "For Japanese adult websites, choose JCB!" or "The answer is... pervy stuff! (Featuring a DLsite cover!)" One user even admitted they got a JCB card specifically for Melonbooks, ensuring uninterrupted access to their favorite doujinshi. They concluded that JCB is now the undisputed king of the adult content market!
Some offered more subtle, wink-wink suggestions: "For adult shopping, choose JCB," "The adult you deserves a JCB card," or "JCB supports all kinds of adult shopping needs!" The idea was to create slogans that sound perfectly normal on the surface, but would make those "in the know" chuckle.
However, a few users expressed concern that if this advantage became too widely known, it might backfire: "The whole world uses Visa or Mastercard, but this person specifically chose JCB... Could their interests be...?" The thought of being outed for one's "saucy" purchases was a bit too awkward for some.
Another suggestion was to simply highlight: "JCB is Japan's only domestic credit card; all others are foreign!" This might appeal to a different demographic, especially with the rise of mobile payments making credit cards less of a primary payment method. Alternatively, promoting JCB for "Oshi-katsu" (fandom activities) purchases could also be effective, as many platforms selling fan merchandise also accept JCB.
Of course, some netizens couldn't resist being a bit more outrageous, jokingly suggesting slogans like: "To gentlemen who love lolis, ladies who love shotas, and all you perverts!" – claiming such a campaign would be incredibly effective (just kidding!).
While it's true that not *all* restricted content is "pervy," JCB has undeniably become the most hassle-free option for certain purchases on Japanese platforms. But how should this unique advantage be advertised, or should it even be advertised at all? What are your thoughts?
via： togetter