Pursuant to Article 68 of the Pharmaceutical Affairs Law (Law No. 145 of 1960), it is prohibited to advertise drugs unless authorized by the Minister of Health, Labour and Welfare. If the advertisements of food indicate any medical function or efficacy such as prevention and curing of diseases), such food may be deemed an unauthorized drug, in which case such advertisings will constitute a violation of Article 68 of the Pharmaceutical Affairs Law. (Of course, Article 68 does not apply to foods like vegetables, fruits, sweets and prepared foods, etc., which are undoubtedly recognized as food by their appearance or form, etc., or to food for special dietary use containing indications of the specified usage, as authorized under of Article 26 of the Health Promotion Law (Law No. 103 of 2002).)
薬事法第68条は、厚生労働大臣の承認を受けていない医薬品の広告宣伝を禁止しているが、食品(野菜、果物、菓子、調理品等その外観、形状等から明らかに食品と認識される物、及び健康増進法第26条の規定に基づき許可を受けた用途を表示する特別用途食品を除く)について病気の予防や治癒のように医薬品的な効果効能を標榜した場合には、未承認の医薬品とみなされる可能性があり、当該食品が医薬品とみなされた場合には、その広告宣伝は薬事法第68条違反となる。 - 経済産業省
If the advertisements of food indicate any medical efficacy such as diagnosis, prevention or curing of human or animal diseases, or effects on the structure and function of human beings or animals, such food may be deemed as an unauthorized drug, in which case such advertisement will constitute a violation of Article 68 of the Pharmaceutical Affairs Law, which provides for imprisonment of up to two (2) years or a fine of up to two million (2,000,000) yen. (As stated, Article 68 does not apply to foods like vegetables, fruits, sweets and prepared foods, etc., which are undoubtedly recognized as food by their appearance or form, etc., or to food for special dietary use containing indications of the specified usage, as authorized under of Article 26 of the Health Promotion Law.)
食品(野菜、果物、菓子、調理品等その外観、形状等から明らかに食品と認識される物、及び健康増進法第26条の規定に基づき許可を受けた用途を表示する特別用途食品を除く)の広告に医薬品のような効用効能(人または動物の疾病の診断、治療または予防、及び人または動物の身体の構造または機能に影響を及ぼすこと)を標榜し、これにより当該食品が医薬品に該当するとみなされた場合には、その広告は薬事法第68条違反となり、同法第85条により2年以下の懲役または200万円以下の罰金により処罰される。 - 経済産業省