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Brand Guideline



List up items that needs to be checked its legitimacy, and make sure to check all those items to the legal team at each country or subsidiary.
[Japan's Case]
As an example of compliance check to legal teams in Japan, we have “comparative advertisement” which appeals one's own superiority against competitors by comparing actual figures of price or functions. We set recommended rules on this advertisement and have the creative material checked by legal team and CMO.


Rakuten prohibit following contents as advertisement. Please follow the rule in order to protect the brand image of Rakuten.

  • Violent contents.
  • Immoral contents.
  • Abusive contents.

Also, whenever you engage in Rakuten brand creative items production, make sure not to emphasize specific philosophy toward Politics, Religion, Human Race, Gender, Culture and so on with or without any intention.

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