Japan Automobile Federation campaign drives child seat uptake
A nationwide education campaign led by the Japan Automobile Federation (JAF) has delivered a measurable rise in child seat use, highlighting the impact of targeted awareness efforts in improving road safety.
In Japan, the Road Traffic Act requires children under six to use a child restraint system. However, usage rates have remained insufficient, particularly among children aged six and above who are not covered by the law.
This gap is critical. Road traffic crashes are the leading cause of death among children and young people globally, and research from the World Health Organization shows that child safety restraints can reduce fatalities in crashes by up to 71%.
The JAF, an FIA Member Club, launched a nationwide awareness campaign alongside a 13,000-respondent survey to educate parents and guardians on the importance of using child seats.
Targeting areas with the lowest levels of compliance, a series of materials were developed and distributed including social media videos and virtual reality simulations while crash tests were conducted to demonstrate the consequences of not using child seats. A redesigned website supported parents and caregivers with practical guidance on selecting the correct seat based on a child’s age, height and weight.
The National Child Seat Usage Survey, conducted annually with the Japanese National Police Agency, ran in parallel, gathering data from more than 13,000 respondents across 99 locations between May and June 2025 to assess the effectiveness and reach of the campaign.
The results show progress: 82.5% of children were using a child seat in 2025, marking a 4.2% increase compared to the previous year.
Masayoshi Sakaguchi, President of the JAF, said: “With children at greatest risk of serious and fatal injuries from road traffic crashes worldwide, raising awareness about the measures parents and guardians can take to protect their lives is our utmost priority.
“By providing this essential guidance and support to families across Japan, we hope to help prevent anyone from having to experience the devastating loss of a child.”
