Recently, there has been a surge in consultation requests concerning funeral services in Japan. Along with this, experts and consumers have noticed an increase in potentially illegal advertisements by companies trying to capitalize on vulnerable individuals' confusion. There's a growing concern that some businesses might be exploiting lack of regulation in the industry, and citizens are calling for stricter advertising laws around funeral services.

Death and funerals are treated with the utmost respect and sanctity in Japan, yet this solemn time is becoming increasingly stressful due to the confusion rising from misleading ads. In recent years, misleading and exploitative marketing of funerals has become more prominent, highlighting the lack of comprehensive laws to supervise these services. Japanese citizens are now raising their voices for better protection of consumers' rights and stricter supervision of the funeral industry.

In comparison, the U.S and E.U generally have stricter regulations when it concerns the funeral industry. In the US, the Federal Trade Commission enforces the Funeral Rule, which requires funeral providers to give detailed price information to consumers. In the EU, consumer protection is enforced by directives that ensure transparency and prevent misleading marketing.