Businesses across Japan are increasingly touting the "No. 1" credentials of their products and services, typically putting up signs in shopfronts or posting ads on websites. But a closer look reveals that these ubiquitous claims are often based on dubious surveys carried out by polling companies that manipulate their data to produce a desired outcome. The claims have become so commonplace that experts believe they're losing their impact on consumers and undermining trust in all advertising. NHK consulted a range of experts to see how the industry should respond. Guest: Taniguchi Yu (Editor-in-chief, Sendenkaigi magazine)