Advertising giant Dentsu Fined for Tokyo Olympics Bid-Rigging, Plans Legal Action

Japan’s Fair Trade Commission has fined Dentsu Group and six other firms a total of ¥3.3 billion (~AUD35 million) over alleged bid-rigging tied to the Tokyo 2020 Olympics. Dentsu Group faces a ¥495.56 million fine, while its subsidiary, Dentsu Inc., must pay ¥425.15 million and comply with a cease and desist order.

The charges relate to rigged bids in 2018 for Olympic test event planning and operations. Dentsu admitted to legal breaches in those areas but contests the JFTC’s broader conclusions. The company plans to challenge the findings in court, citing factual discrepancies.

Despite the fines, Dentsu expects limited financial impact and says it has implemented cultural reforms to prevent future misconduct, acknowledging a past mindset of “winning at any cost.”

25-06-2025