This article is devoted to the analysis of the Act on Promoting Measures to Realize a Society in Which the Pride of the Ainu People Is Respected (Act No. 16 of 2019). The problem of compliance of Japan’s Ainu policy with international standards in the sphere of protection of indigenous peoples’ human rights is actively discussed today by foreign researchers. However, it is hardly studied in the Russian historiography. The article discusses the main provisions of the new legislation and reveals the point of view of the Ainu representatives about the measures taken by the government. It has been found out that Japan’s Ainu policy is greatly influenced by the position of international community towards the rights of indigenous peoples. International law has become the main lever of influence on the government for the Ainu people. It has been proven that the mechanisms for promotion and protection of the rights of the Ainu in Japan are imperfect and do not fully comply with the United Nations Declaration on the Rights of Indigenous Peoples. The main issues facing the Ainu are discrimination, collective rights, indigenous representation in the government, development of ethnic education, etc.