Japan's financial regulator is trying a new tack in its fight with asset managers by bringing in bloggers to shame an industry it says provides retail investors with poor service.

The Financial Services Agency has accused the nation's toshin (investment funds) of charging high fees, delivering poor returns and pushing investors from one trendy product to the next to generate fees.

It hopes that inviting internet writers to meetings with investors can help spread its message further than via traditional media and so influence the toshin fund industry to change.