Corporate Obligations and ResponsibilitiesImproving Our Service Quality

Since its founding, Yahoo Japan Corporation (“Yahoo! JAPAN”) has committed itself to increasing customer satisfaction. To that end, we have created a help page that is updated to reflect questions raised by customers and have implemented a variety of other service initiatives, including e-mail and chat support, fraud checks, and website monitoring. Moving forward, we will work to improve customer support services and systems, with the goal of further increasing customer satisfaction.

Quality Preservation Initiatives

To maintain the high quality of services and increase ease of use, Yahoo! JAPAN has a department to examine service operations, product quality, and knowhow, in addition to proofreading texts to be published.
For instance, we scrutinize our services from a variety of angles to see whether they work properly on smartphones, tablets, and other devices; whether, when actually used, they are easy to operate from users’ perspective; and whether explanations contain appropriate language and are easy to understand in order to create websites and apps that are a pleasure to use.
Furthermore, the Media Policy of Yahoo! JAPAN has been released in order to clarify our basic policy on media services, and continuous efforts are made to maintain service quality.

Basic Policy on Accessibility

We work to guarantee accessibility so that our web contents can be accessed by as many people, and in as many situations as possible.
On June 20, 2013, Yahoo! JAPAN released its Web Accessibility Policy. It was then updated on August 1, 2016 to conform with Japanese Industrial Standards, JIS X 8341-3:2016 (Guidelines for Older Persons and Persons with Disabilities - Information and Communications Equipment, Software, and Services-Part 3: Web Content). In 2017, Yahoo! JAPAN became a member of Web Accessibility Infrastructure Committee, an initiative by Info-access Communication Council. Moving on, we will spread JIS X 8341-3 and participate in various activities in order to build infrastructure necessary for enhancing web accessibility.

Establishment of Support Systems

We have established contact points for each of our Yahoo! JAPAN services, wherein our dedicated employees offer support by responding to customer inquiries.
We also provide free support services via phone and e-mail to business owners using Yahoo! Promotional Ads and Yahoo! Shopping. In addition to offering services and tools, we believe that assisting in their use is an important part of our function to support our business partners.

Improvements to Customer Support Services

In order to increase the quality of our customer support, in addition to our existing e-mail support services, we are working to add expanded chat support, which is highly compatible with our Internet services.
In addition, we are putting our energy behind educating and fostering our support staff as part of efforts to further improve services through our own education methods and training curricula.

Improvements to Our Help Page

A help page link is provided in all our services to assist customers in smoothly addressing their issues that arise during the use of our services. Help page information reflects customer questions and is frequently updated to ensure that the customer can easily locate the answers they need.

Dialogues with Stakeholders

We carry out dialogues with stakeholders to facilitate discussions with persons with relevant perspectives in order to continue solving the problems of the society as a company that puts its users first.
In February 2019, we held a workshop and discussions on “How can employees contribute to the achievement of SDGs?” We will consider the ideas raised in this workshop so that it can be used for Yahoo! JAPAN’s future strategies on CSR and sustainability.

Picture of dialogues with stakeholders
Participants from various divisions gathered, such as those in charge of services, corporate management, personnel and engineers.

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System Development to Reflect Customer Needs to Our Services

We have created customer comment forms for all our services and have introduced mechanisms for promptly sharing feedback internally.
A Supporters’ Club was also established to organize core fans of Yahoo! JAPAN services and facilitate interactions between customers and developers. Through these mechanisms, we can quickly recognize customer needs as they arise and develop systems to continuously improve the quality of Yahoo! JAPAN services.

The Photo of "Supporters’ Club"

Implementation of Screening and Inspections

To ensure that our e-commerce services, such as Yahoo! Shopping and YAHUOKU!, remain safe and secure, we screen stores when they are opened and carry out inspections for prohibited items. We also conduct, based on our guidelines, round-the-clock monitoring of Yahoo! News and Yahoo! Knowledge Search for unauthorized postings or postings containing personal information.

YAHUOKU! Fraud Prevention Measures

Yahoo! JAPAN implements control measures and system enhancements to prevent fraud in YAHUOKU!. We also promote activities from multiple angles to raise awareness of users and to collaborate with right holders’ associations in protecting intellectual property. Moving on, we will continue to take active measures to achieve zero fraud.

Strengthening Prevention Measures Against Listing of Counterfeit Goods Using Deep Learning

In YAHUOKU!, prevention measures against listing of counterfeit goods are among the problems we focus on. In addition to the fraudulent listing detection system based on machine learning that we had introduced before, we introduced a deep learning system using our supercomputer “kukai” in 2018, which can determine whether any listing is counterfeit goods or not within several seconds after listed to YAHUOKU! We aim to improve detection accuracy as well as to provide a safer, securer sales platform moving on.

Efforts Toward Safety and Security, and Information to Raise Awareness

“Three actions of YAHUOKU! toward safety and security” page introduces YAHUOKU!-specific actions and support information such as anonymous shipping, fraud detection by means of machine learning, chat support and recompense if needed. “YAHUOKU! Self-defense” page provides customers with a summary of matters that require special attention and confirmation in each step of a transaction, i.e., listing, bidding, paying, and receiving goods. It also provides points that should be taken into account to prevent trading of goods procured unlawfully or accidental access to phishing sites.

Confirmation Prior to Listing on YAHUOKU!

In November 2006, YAHUOKU! introduced a process to confirm the identity of the seller prior to listing goods on YAHUOKU! through the presentation of personal ID data. In August 2012, it introduced a confirmation method (“mobile phone conformation”) using devices with which personal identification is performed by mobile phone operators (i.e., mobile phone, smartphone), enabling the seller to place goods on YAHUOKU! by performing either of the confirmation processes.

Combating Counterfeit Goods

Yahoo! JAPAN partners with luxurious brand companies in an effort to combat the distribution of counterfeit goods on YAHUOKU! We have signed anti-counterfeit agreements with Louis Vuitton Malletier and Coach, Inc. to take collaborative measures against the distribution of such goods.
Furthermore, we cooperate with the police in crime investigation as well as exchange information with the Ministry of Economy, Trade and Industry and other government agencies that promote measures against counterfeit products.
We also continue activities to raise awareness of users to prevent them from purchasing counterfeit goods.
Yahoo! JAPAN aims to establish a global standard in operating online auction and flea market apps by continuing to collaborate with concerned parties on anti-counterfeit measures and by carrying out awareness-raising activities toward users.

Initiatives in Intellectual Property Protection

Together with rights holders and rights holders’ associations, we have founded the Council for Intellectual Property Protection on Internet (CIPP) in December 2005, welcoming related government agencies as observers. CIPP formulated the Guidelines for Prevention of the Distribution of Intellectual Property Rights Infringing Goods on the Internet, under which rights holders and Internet operators join hands to prevent the distribution of infringing goods. According to CIPP’s report for 2017, the ratio of infringing goods posted on online auctions that have adopted countermeasures has remained extremely low at 0.07% (out of 2,972) for copyright infringing goods and 0.09% (out of 2,147) for trademark infringing goods.
The extremely low ratio of intellectual property rights infringing goods despite an increase in the overall number of goods listed on Internet auctions can be regarded as a result of the joint initiatives by Internet operators and rights holders.

Measures Against Non-Delivery of Purchased Goods

For all transactions (excluding some categories with a different price system), Yahoo! JAPAN adopts a system where YAHUOKU! temporarily receives payment for goods and pays the seller after the successful bidder has followed procedures to to notify their receipt of purchased goods. Yahoo! JAPAN has also established and operates a unique compensation system for YAHUOKU! customers who have become victims of fraud despite complying with YAHUOKU! rules when using the service.

Improvements to Advertisement Screening System

Internet advertising and marketing methods are being increasingly relied upon. In order to ensure that advertisements are useful and reach a wider audience, we are working to increase the reliability of the advertising methods and the advertisements themselves, as well as heighten our value as advertisement media. Yahoo! JAPAN has established standards of acceptability for publishable advertisements in terms of information, appearance, and language. Accordingly, ads are screened and also monitored after posting. We also collect feedback on ads through dedicated comment forms, and examine and analyze customer reactions and concerns regarding ads on social media.
In addition, we participate in the activities of Japan Interactive Advertising Association (JIAA), Japan Advertising Review Organization (JARO), and other organizations to determine independent guidelines to be observed within the industry. As part of these efforts, we collect information, including comments and concerns about advertisements published not only on the Internet but on all types of media, for use in advertisement screening.

Enhancing Standards of Publishable Advertisements Regarding Usefulness of Advertisements

We have enhanced our standards of publishable advertisements regarding usefulness of advertisements, in order to offer more useful advertisements to our users and to let them have better advertisement experience. Although measures had been taken, there were problems where, among the websites whose main purpose is to have users click advertisements, etc., many of them appear to have non-fulfilling contents or include misleading expression. In order to remove such advertisements not useful to our users, we have decided to prohibit pay-for-performance websites (including affiliate sites) and those we have determined as equivalent to them from listing advertisements, with exceptions to some websites and advertisements.

Ad Quality Diamond

In order to have all of our users and advertisers use our websites safely, we have defined “Three values and six measures in advertisement quality” as “Ad quality diamond” (below), and are taking measures to maintain and enhance our advertisement quality.
We will confront the quality problems held by Japan's Internet advertisement industry, develop our own quality standard that reflect Japan's situation in reference to the global standard, and take a lead in securing a healthier advertisement industry.

Three values: Visualization of appropriate ad effects, Provision of stress-free ad experience, Securing of brand value and media credibility (Elimination of frauds), Six measures: Measures to eliminate ad clutters, Best-suited ad format, Privacy considerations, Brand safety (Appropriate ad distribution), Measures to eradicate ad frauds, Viewability
Three values and six measures in advertisement quality

Measures to Eradicate Ad Frauds

In order to strengthen our measures against “Ad frauds”, a hot issue and a scheme to illegally obtain advertising fees, in September 2018, Yahoo! JAPAN temporarily suspended part of its ad distribution webpages (approximately 6,800*), excluding those that had directly concluded an agreement with Yahoo! JAPAN such as for Yahoo! News and had been confirmed as safe.
After that, we revised each guideline on ad distribution to build sound platforms in Octobler 2018 and re-examined the suspended distribution by the end of March 2019. As a result, we resumed ad distribution for about 900 domains and decided to permanently stop distribution for about 5,900 domains that fall afoul of the revised guideline.

* Number of domains. The same domain may be counted twice when distributed to both PCs and smartphones for the same website.

Formulation of Media Policy

We offer media services such as Yahoo! News, which are designed to deliver information published by various media to users. A vast amount of information circulates on the Internet, and one of the largest issues people face is how they can encounter information that is important to society and that can arouse new interests. Looking forward, in order to solve these issues while seeking understanding of users and various media which provides us with information, and gaining trust as an information distributer and a platform to gather information, we have outlined a basic policy to address these issues in our Media Policy of Yahoo! JAPAN.