For the record, I have no tattoos
This year I decided to advertise in a local MotoCross magazine and had my ad submission rejected by the publisher because "bad irezumi." Main sponsored pro rider (European) featured in one of the several images in the ad has a full sleeve. It's motorsport related (bike chain, gas can, gear, etc.), not a fake Japanese irezumi, and not a hot mess of misc tattoos. He's one of two riders on the Kawasaki team pictured in the pic. My issue is he's the main sponsored champion rider and wearing what is being advertised so I can't really use a pic of another rider or an image with the arm covered as it would also cover the product being advertised.
It seems unreasonable to be this strict as the image is not the main focus of the ad so the tattoo'd arm doesn't stick out and it's a MotoCross mag after all. After I explained the importance to have him included, wearing the product, I'm not getting anywhere so I offer a compromise to photoshop out the tattoos. The publisher says he understands and agrees. Halfway through my photoshopping out the tattoo, the publisher calls back and says they don't want me to remove the tattoos because it would "deny the rider his individuality." I said "Great! So we are good to go as is?" Nope...."we must request you do not use any images of this rider." I politely told them it's unfortunate but in that case, forget the ad.
Obviously Japan is famously slow when it comes to change but is a motorsports magazine like this being reasonably prudish about tattoos in 2021? I could understand if it was a magazine with a target demographic of 50+ women but we're talking about 14yo boys ~ men in their 40's here. Needless to say, it's an odd move to turn down money when the publishing companies are on a downward spiral as readers and advertising revenues go online.