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Guided by the Rakuten Group Code of Ethics, the Group has created systems to ensure that companies affiliated with the Rakuten Group comply with regulatory requirements. Related training is also conducted.

Compliance Training

The Rakuten Group conducts compliance training for executives and employees in order to raise awareness of legal compliance.

Harassment Training

The Rakuten Group understands the importance of creating and maintaining an environment where the human rights of all employees are respected and job responsibilities can be carried out on the basis of mutual trust. Training is held for executives and employees to raise awareness of sexual harassment and other issues, and realize this vision.
The Rakuten Group has also established a harassment consultation desk to respond to reports of harassment and related complaints, and ensure that behavior constituting sexual harassment is dealt with appropriately.

Rakuten Hotline

The Rakuten Group has set up internal and external hotlines for Group employees to report violations or suspected violations of regulatory requirements, corporate ethical tenets, the Rakuten Group Regulations, or other company rules or regulations, and related issues.

Protection and Use of Personal Information

The Rakuten Group gathers personal information through Rakuten membership registration, product ordering and other processes. We also collect browser information, information on viewed pages and product searches and other information when Rakuten services are used.
The Rakuten Group provides services that help make our customers' lives richer and more convenient by using the characteristics of the Internet and making effective use of personal information. At the same time, we recognize that the personal information we collect is extremely important information, so stringent measures are taken to address the risk that such information will be leaked or lost. Customer information is used while giving appropriate consideration to privacy.

Use of Personal Information

The personal information of customers is used in the following ways:

Page Personalization

Customer information is used to display information on web pages tailored to each customer. For example, the web page of a customer logged in as a Rakuten member displays the person's name, member rank, points accumulated and other information.
Member information displayed once a customer logs in is displayed only on that customer's browser. It is not displayed on the browser of any third party who is not logged in.


Recommendations are an advertising method in which information is displayed on products and services that match the customer's interests. There are two main ways of recommendations work on sites associated with the Rakuten Group. The first is called "retargeting." Retargeting displays a customer's product view history, purchase history, bookmarks and other information on web pages and email newsletters based on the customer's Rakuten member ID and browser cookies. The second is "product recommendations." This involves analyzing the customer's purchase history, page view history and other information linked to his/her Rakuten member ID, etc. and then recommending product and service information optimal for that customer on web pages and email newsletters. Both methods provide services using the customer's personal information, but personal information is not provided to any third party.

Initiatives for Protecting Personal Information

The Rakuten Group's Policy on Protection of Personal Information was established to ensure compliance with the law and appropriate handling of customers' personal information. Specific measures to mitigate the risk of information leaks and loss have also been instituted, and ISO/IEC 27001 certification, the international information security standard, has been acquired.

Sample Initiatives

    • 1. Organizational Structures and Company Rules
      RGR(the Rakuten Group Regulations) include rules on organizational structures and company rules to protect personal information and the like.
    • 2. Employee Training
      Employees are regularly trained with e-learning courses, and other training is implemented if required by the job.
    • 3. Raising Awareness and Spreading Knowledge on Protecting Personal Information
      Threats related to misuse of personal information, and information on matters identified by customers related to protecting personal information, are broadly communicated as necessary.

Measures Related to Illegal and Restricted Trade in Wildlife

Since its founding, Rakuten’s core mission has been to empower people and society through the internet. In accordance with the Rakuten Group Code of Ethics, we are committed to contributing to society as we build the corporate value of the Group. As part of our commitment to this mission and our cultural and ethical values, Rakuten is committed to working with our merchant partners to ensure their businesses are conducted in accordance with all applicable local and international laws and that products available on our e-commerce marketplaces are sourced in an appropriate and legal manner.
Rakuten follows all local and relevant international laws on animals and wildlife, including international conventions such as the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) and comprehensive regulations such as Japan’s Act for the Conservation of Endangered Species of Wild Fauna and Flora.
We will continue to evaluate and improve our policies and compliance measures, taking into account the perspectives of relevant stakeholders.

Measures to enhance the integrity of transactions on the Ichiba marketplace

As part of Rakuten’s ongoing efforts to strengthen compliance measures and In order to maintain the integrity of transactions on the Ichiba marketplace and the trust of our stakeholders, Rakuten announced improved and detailed guidelines, known as the Penalty Points System, to take effect on September 1, 2016. According to the Penalty Points System, if a merchant is found to be selling products that do not adhere to these guidelines, they may be subject to clearly stated financial and other penalties. The Penalty Points System is applicable to the infringement of rules and guidelines including those related to illegal and restricted wildlife products.

Measures related to goods and actions prohibited on Ichiba marketplace platform in Japan, including wildlife products

Rakuten’s specific measures related to goods and actions prohibited on the Ichiba marketplace platform in Japan, including wildlife products, include the following.
  • Trade in and promotion of wildlife and wildlife products from endangered species is restricted subject to Japan's commitment as a signatory to the Convention on International Trade in Endangered Species, as well as national and local laws on commercial trade such as the Act for the Conservation of Endangered Species of Wild Fauna and Flora.
  • Rakuten has strict compliance measures in place to ensure merchants adhere to legal requirements that are intended to restrict the sale of ivory and ivory products to those that are sourced in an appropriate and legal manner.
  • Merchants are required to notify Japan’s Ministry of Economy, Trade and Industry (METI) of their intention to sell ivory and ivory products that are sourced in an appropriate and legal manner and are required to submit evidence to Rakuten of their notification to METI.
  • After evidence of notification is submitted, Rakuten reviews and confirms that the registration details match those of the merchant on the site.
  • Rigorous monitoring programs are in place to check for illegal and inappropriate products, as well as products sold by merchants that have not provided evidence to Rakuten of their notification to METI.
  • If a merchant is found to be selling ivory products without submitting their notification to METI, they will be liable for financial and other penalties in accordance with the Penalty Points System and, if they do not remove the product from the site within a specified deadline, operations of the store’s site may be suspended.
  • In order to maintain the integrity of transactions on the Ichiba marketplace and the trust of our stakeholders, Rakuten will continue to monitor the effectiveness and compliance of its monitoring programs, and make improvements as needed.
    Rakuten is committed to active consultation with relevant stakeholders to enhance and improve its compliance programs, including participation in the Public-Private Council for the Promotion of Appropriate Ivory Trade Measures Council organized by Japan’s Ministry for the Economy, Trade and Industry, the Ministry for the Environment, and joined by non-governmental organizations and the private sector.
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