Cygames' multimedia franchise Uma Musume Pretty Derby has been a cultural phenomenon since its mobile game launch, boasting massive popularity across its anime and merchandise collaborations. Now celebrating its 4th anniversary, the franchise is also seeing its spin-off manga, *Uma Musume: Cinderella Gray*, air as a hit anime this season.
However, the company recently announced an update to its fan-work guidelines, explicitly prohibiting any use for "for-profit purposes." The news sent shockwaves through the doujin and cosplay communities, leaving creators scrambling to figure out how to navigate these new restrictions.
According to the updated fan-work guidelines, the official statement reads:
Many of the characters in *Uma Musume* are based on real-life racehorses, and we use their names with the permission of their owners. This project was made possible through the help and support of many people. To avoid causing discomfort to the fans of these racehorses, their owners, and other related parties, we ask that creators refrain from producing content that is offensive or damages the image of the original horses or the characters.
Please avoid the following types of creations or uses:
1. Content that attacks the *Uma Musume* franchise itself or harms the reputation or beliefs of others (including creators, fans, etc.).
2. Creations that include violent, gory, grotesque, or sexually explicit expressions.
3. Content that promotes or denigrates specific political, religious, or ideological standpoints.
4. Content involving antisocial, illegal, or other sensitive topics.
5. Content that infringes on the rights of others (e.g., using unauthorized materials, plagiarizing others' work).
6. Activities with clear commercial or for-profit purposes (i.e., for-profit activities that go beyond the scope of "doujin activities").
7. Other creations or activities that violate the spirit of these guidelines or are otherwise deemed inappropriate.
These guidelines were established in consultation with the company that manages the horse names. As for the question of "Does this specific content violate the rules?" the final judgment rests with our company. If necessary, we may take legal action. Please be aware of this.
The intent of these guidelines is not to negate the love or creative passion of our fans, and we are truly grateful for everyone's support of *Uma Musume*. We have established these rules to ensure that everyone can enjoy fan activities in a safe and secure environment, and we ask for your understanding and cooperation.
Point 6 of the updated guidelines, which emphasizes "activities with clear commercial or for-profit purposes," has drawn the most attention. This declaration has led many creators to realize that selling doujinshi, accepting paid art commissions, and even participating in events with commercially made cosplay costumes could potentially be in violation.
Twitter user "Saikoro Steak" expressed their confusion: "If it's for-profit, it's a no-go. Does that mean selling doujinshi is out? I looked it up and learned that 'non-profit' doesn't mean you can't make any money." Other users added that as long as profit isn't the primary goal—for instance, if earnings are used to cover printing costs or donated to horse support funds—it can still be considered a non-profit activity.
Some have pointed out that the new rules seem to be a countermeasure against the rise of "AI-generated merchandise" and "bootleg goods." Because *Uma Musume* involves the rights of real horse owners and jockeys, the IP has always been handled with extra care, leading to stricter management of fan works compared to other franchises.
Cosplayer "Iroha Utakata" noted that the updated terms explicitly state to "avoid use for commercial or for-profit purposes." Since cosplay is a form of fan creation, and commercially produced cosplay costumes are specifically discouraged, she sees this as a positive change. "This is how it should have been all along," she commented. "Self-made is where the true passion is."
She further explained that cosplay outfits generally fall into four categories: "official," "commercially made," "self-made," and "commissioned." The type being targeted here is "unofficial commercially made"—products sold by third parties without a license.
Nevertheless, many still find the line between "doujin activity" and "commercial activity" to be blurry. It appears the company is intentionally leaving it vague, likely to maintain a bottom line while still encouraging fan creation.
Veteran doujin event participant "Chanko Masuda" posted a lengthy thread analyzing the boundary between doujin and commercial activities. He argued:
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※ Commissioning a print shop for a doujinshi is akin to hiring a tailor for a cosplay outfit → Both are "creative support," not commercial activities.
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※ The essence of doujin activity is that it's "hobby-first, with occasional surplus," which is fundamentally different from a commercial enterprise that is "profit-driven."
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※ Selling cosplay photo books or participating in non-profit photoshoots would be considered acceptable doujin activities.
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※ However, if cosplay becomes a primary source of income—such as accepting appearance fees or living off competition prize money—it becomes a standard commercial activity.
He emphasized that the new *Uma Musume* rules feel more like "vague wording" and "selective tolerance," designed to deter true abusers without impacting dedicated fans.
However, some artists are already taking preemptive action. Illustrator Mame Mochi Aruka announced, "I'm very sorry, but due to the official guideline update, I will be deleting all my previous for-profit *Uma Musume* fan works on Fanbox. Completed works on Skeb will also be taken down, and any ongoing commissions will be canceled." The risk of facing legal action from the company is a pressure that's simply too great for many to bear.
As an incredibly popular IP with a thriving fan-creation scene, *Uma Musume* is at a crossroads. With the new guidelines in place, creators across all fields will need to adjust their approach.
via： togetter