This document presents the opinion compiled by the Cabinet Office Consumer Commission regarding the actual situation and countermeasures for consumer troubles in the rescue service industry.
The Consumer Commission conducted examinations commissioned by the Consumer Affairs Agency regarding the increasing consumer consultation cases about high billing charges and other issues in rescue services such as water pipe repairs, key unlocking, and pest control.
According to PIO-NET consultation data, rescue service-related consultations increased from 79,000 cases in FY2020 to 95,000 cases in FY2021. The content frequently involves troubles related to water-related problems such as toilet clogs and water pipe/drain repairs, as well as personal issues including key unlocking and pest control. Since FY2022, roadside assistance troubles have also increased, confirming the diversification of service content.
Rescue service operators have traditionally secured new customers through directory advertising, telephone books, and direct mail, but the number of consumers searching via search engines has rapidly increased in recent years. While search engine users represented only 20% in FY2014, they are estimated to account for approximately 35% in FY2024.
The document analyzes issues regarding search result advertisements, including relationships with ranking operators, disclosure of advertising nature, problematic operators, and challenges toward resolving roadside assistance troubles. Particularly regarding search engine advertising, it points out the difficulty for consumers to effectively select operators, the need for enhanced supervision of appropriate rescue service operators, reliable information enhancement for consumers, and various other challenges.
Considering these issues, the "Study Group for Reform of the SME M&A Market" was established in April 2025 to examine measures that each stakeholder should implement and policies to promote them. The document analyzes challenges including enhanced supervision requirements for appropriate rescue service operators and the need for reliable consumer information enhancement.