Fast food titans McDonald's and Yoshinoya are taking steps to curb reselling - a practice that drives up prices for consumers and disrupts fair business operations. With varying approaches, these companies are addressing the issue in response to growing concerns from consumers and authorities. Strict measures are being put in place to prevent unjust advantageous buying and reselling of promotional and unique items.

In Japan, unauthorized resale of popular and limited-edition items often creates artificially high prices, daunting regular consumers. Resale acts violate the social value of fairness, as they monopolize resources and manipulate prices. This situation has led to public outcry for corporations and institutions to take effective measures to avoid these practices.

Unlike in Japan, reselling is more commercially accepted in the US and EU, especially in the retail sector. However, the exploitation of consumer goods, particularly limited-edition items, remains a contentious issue. Measures to prevent reselling are often implemented by individual businesses rather than through overarching legislation.