Responsible Advertising, Marketing and Labelling

Rakuten's Approach

The Rakuten Group is responsible for providing relevant and accurate information to users about the products and services we deliver. As part of the Rakuten Group’s sustainability strategy, we have prioritized responsible advertising, marketing and labeling. Our goal is to ensure that all users, regardless of their physical condition or abilities, are fully included in online interactions by prioritizing accessibility. Additionally, we strive to offer fair and reliable content that is free from discriminatory language.
To support this goal, we have established internal guidelines that apply to all our services, including those of our group subsidiaries. These guidelines outline key considerations for user communication, and we have shared them with Rakuten Group companies.

User Communication Guidelines

  • Adhere to various laws and internal policies, avoiding exaggerated or misleading expressions, and ensure that communications are based on facts.

  • Comply with various laws designed to protect consumers, including those related to deceptive or unfair practices.

  • Ensure that services are accessible to everyone, regardless of circumstance, individual ability, or language.
    This includes complying with laws related to discrimination against people with disabilities, the Web Content Accessibility Guidelines (WCAG) and relevant internal Rakuten Group policies.

  • Gradually implement multilingual support at key service touchpoints.

  • Ensure the content of communications is appropriate, considering the social, cultural and political backgrounds of the target countries.

  • Stay updated on the latest initiatives related to human rights and ensure that communications do not promote discrimination or stereotypes.

Strategy

At Rakuten, we believe that improving accessibility and providing fair and reliable content are essential for responsible advertising, marketing and labeling. To achieve this, we are developing and systematizing comprehensive guidelines.
Additionally, we continuously conduct employee training to ensure these standards are met.

Improving Accessibility

To enhance accessibility, we aim to comply with the AA level of the WCAG 2.1 guidelines recommended by the World Wide Web Consortium (W3C) across all digital touchpoints by 2030.
We are developing accessible UI components to achieve this by gathering feedback from both internal and external stakeholders with disabilities and promoting their appropriate use in digital interactions with users.
Functionally, we ensure accessibility by using code-checking tools and other methods to verify compliance. Additionally, for relevant internal stakeholders, we are preparing to release internal guidelines for improving accessibility, created in collaboration with external experts.

Providing Fair and Reliable Content

Since information about products and services significantly impacts users' decision-making and trust in the brand, it is crucial to avoid exaggerated expressions that could lead to misunderstandings. Instead, information must be based on substantiated facts.
At Rakuten, we have made "Examples of Expressions for Responsible Marketing Activities" available internally. This resource helps employees identify instances that could cause users discomfort or distrust and encourages them to consider alternative expressions and approaches.

Examples of Expressions to Avoid:

  • Discriminatory expressions, expressions that infringe on human rights, or expressions based on fixed stereotypes such as "typical [group] behavior."

  • Expressions that lack consideration for minors or socially vulnerable individuals.

  • Exaggerated expressions or those that diverge from the actual content and reality.

  • Expressions linked to social, political or religious claims.

  • Promotions or communications during emergencies or under specific social conditions.

  • Lack of understanding or consideration for social and historical contexts.

  • Offensive expressions or plans and expressions that violate public order and morals.

Employee Education

It is crucial that employees understand principles surrounding accessibility to ensure responsible advertising, marketing and labeling. At Rakuten, we provide regular e-learning opportunities for our employees.