[2026 Latest] What is the Rakuten Penalty Level? A Comprehensive Guide to the Violation Point System and Countermeasures

When operating a store on Rakuten Ichiba, the "Violation Point System" is something you cannot avoid. In particular, if you do not correctly understand the "Rakuten Penalty Level" system—which becomes progressively stricter based on cumulative points—you risk a sudden drop in search rankings or, in the worst-case scenario, being forced to close your store. In this article, based on the latest 2026 standards, we will provide a thorough explanation of the conditions under which penalties occur and how to avoid them from a senior consultant's perspective.

1. Basic Structure of Rakuten Penalty Levels and the Violation Points System

Rakuten's Violation Point System is a mechanism where points are added based on the nature of the violation when a merchant breaches the guidelines. These points accumulate over a one-year period from January 1st to December 31st, and the "Penalty Level" increases each time a certain threshold is exceeded.

Major violations include the sale of counterfeit goods, inappropriate advertising (Pharmaceutical and Medical Device Act / double pricing), poor customer service, and "external redirection," which Rakuten restricts most strictly. As a recent trend, monitoring of shipping delays that harm user experience and unfair review manipulation has been significantly strengthened. In store management, operations that are always conscious of governance are required.

2. Penalty Details by Level: From Search Ranking Drops to Fines

As your penalty level increases, critical restrictions will be imposed on your store operations. For instance, even at Level 1 (20 points), penalties such as "exclusion from rankings" and "lower search result placement" are applied, leading to a sharp decline in traffic. If you exceed Level 3 (60 points), you will face measures such as the suspension of R-Mail (email newsletters) and mandatory temporary store closure for "renovations."

Furthermore, the fact that "cancellation penalties" are incurred as a financial burden cannot be ignored. Depending on the score, invoices ranging from several hundred thousand to several million yen may be issued, which becomes a major factor straining cash flow for small and medium-sized stores. From a legal and compliance perspective, a strategy to minimize risk is essential.

3. 3 Strategies to Avoid Penalty Points and Maintain Your Store Score

Preventing an increase in your Rakuten penalty level requires a strategy that goes beyond mere "rule compliance." Please implement the following three points in a MECE (Mutually Exclusive and Collectively Exhaustive) manner.

• Regular Guideline Checks: Rakuten's terms and conditions are updated frequently. Be sure to check the latest examples of "Prohibited Acts" in the RMS (Rakuten Merchant Server) system, especially before sale periods.
• Implementing automated ad copy checking tools: Relying solely on manual inspection for compliance with the PMD Act and the Premiums and Representations Act has its limits. By implementing AI-powered checking tools, you can prevent unintentional violations.
• Improving CS (Customer Support) Quality: Shipping delays and ignored complaints increase the risk of being reported to Rakuten. Ensure thorough automated replies and progress management to maintain your Store Score.

By thoroughly implementing these measures, you can maintain your status as a "Top-Rated Shop" and secure a competitive advantage in search algorithms.

4. Recovery Methods in the Unlikely Event of a Penalty

If you receive a violation notice, your initial response is critical. Rather than simply accepting the penalty points, you must demonstrate to Rakuten why the violation occurred and how you plan to implement preventive measures. A sincere and proactive response can work in your favor during future screenings and renewals.

Additionally, while points are reset annually, your historical record is maintained by Rakuten. Shops that have received a penalty are categorized as "monitored stores," necessitating a more rigorous compliance framework from the following year onward. Implementing early corrective measures from a professional perspective is the key to long-term success.