This article is a research report introducing the main findings of the study conducted as a part of the researcher’s Master’s Thesis on Japanese Family Friendly Policies (FFPs) and the effect they are having on advancing a gender balanced society in Japan, focusing on the influence fathers may have in this equation. The research included a three month field work on the experiences of parents who had utilised Family Friendly Policies since their implementation in the 1990s. The research found that the Japanese FFPs have failed to achieve their aims to increase the fertility rate and women’s employability for the following three reasons. Firstly these aims are based on the foundations of gender neutrality in a society that is in reality highly divided along gender lines. Secondly the aims are narrow in scope and target group, and thirdly do not address the real causes of low fertility and employment problems. I argue that promoting the role of fathers as carers would disrupt established gender norms and the benefits of FFPs would cross gender lines and produce practical outcomes that the current FFPs are unable to produce.