[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.