WEB GLver11.0 April2015 E

For Yamaha Motor group companies only
INTERNET
WEBSITE
GUIDELINES
For Webmasters
April 2015 Version 11.0
Chapter 1 Introduction
1-1 Vision: The Website Yamaha Motor Aims to Create 7
1-2 Purpose in Formulating Guidelines

1-2-1 Effective Operational Management ......................................... 8
1-2-2 Philosophies and Approaches to Sharing ............................... 8
1-2-3 Establishing Targets to be Achieved ....................................... 8
1-2-4 Eliminating Customer Frustration ............................................ 9
1-3 Treatment of the Guidelines

1-3-1 The Principle of Compliance with the Guidelines.................... 9
1-3-2 Applicability of the Guidelines................................................... 10
1-3-3 Areas for Caution in Handling these Guidelines...................... 10
1-4 Regarding the Revised Version............................................ 10
Chapter 2 Corporate Activities and Compliance

2-1 Corporate Social Responsibility (CSR)
2-1-1 Yamaha Motor group's Basic Philosophy................................ 12
2-1-2 The Responsibilities and Obligations of Webmasters in
Terms of CSR.............................................................................. 12
2-2 Approach and Responsibility toward Safety

2-2-1 What is the Approach and Responsibility toward Safety?..... 13
2-2-2 Steps That Must Be Obeyed to Provide Appropriate
Information on Websites............................................................ 13
2-3 Compliance with Laws and Regulations on

Intellectual Property
2-3-1 Principles of Compliance with International and Domestic
Laws............................................................................................ 14
2-3-2 Points Particular to websites.................................................... 14
2-3-3 Industrial Property Rights.......................................................... 14
2-4 Protection of Copyrights

2-4-1 Basic Philosophy Concerning Copyrights............................... 15
2-4-2 Dealing with Image Right and the Right to Restrict the Use
of One's Own Name................................................................... 18
Chapter 3 Corporate Activities and the Handling of Data
3-1 Information Disclosure............................................................. 20
3-2 Security Trade Control Compliance

3-2-1 What is Security Trade Control?............................................... 21
3-2-2 The Importance of Compliance................................................. 21
3-2-3 Management of Technological Information............................. 21
3-3 Protection of Personal Information

3-3-1 What Constitutes "Personal Information"................................ 22
3-3-2 Why Protection of Personal Information is Necessary........... 22
3-3-3 Measures Regarding Personal Information............................. 23
3-3-4 Laws and Rules regarding Protection of Personal
Information.................................................................................. 24
3-3-5 Areas for Caution in Collecting and/or Using Personal
Information.................................................................................. 25
3-3-6 Measures for Information Disclosure and Means of Disclosure... 26
3-3-7 Using Information....................................................................... 26
3-3-8 Managing Information................................................................ 27
3-3-9 Outsourcing of the Management of Information..................... 27
3-3-10 Disposal..................................................................................... 27
3-4 Ensuring Security

3-4-1 The State of Information Security............................................. 28
3-4-2 Website Vulnerabilities and Safeguarding against Outside
Attacks........................................................................................ 28
3-4-3 Responding to Attacks.............................................................. 29
3-4-4 Rules for Operation.................................................................... 29
3-4-5 Protecting the Server................................................................. 30
3-4-6 Choosing Providers.................................................................... 30
Chapter 4 Using the Website

4-1 Creating an Efficient Website
4-1-1 Clarifying the Objectives of Establishing a Website............... 32
4-1-2 Conducting Log Analyses.......................................................... 33
4-1-3 Search Engine Optimization (SEO)........................................... 34
4-2 Coordination with Other Forms of Media

4-2-1 Basic Approach to a Media Mix................................................ 35
4-2-2 Giving Exposure to Keywords and the URL............................. 36
4-2-3 Coordination with Promotional Tools...................................... 36
Chapter 5 A Webmaster’s Tasks and Responsibilities
5-1 What is a Webmaster?............................................................. 38
5-2 Evaluating a Website................................................................. 39
Chapter 6 Rules for Design and Operation

6-1 Launching and Closing a Website
6-1-1 Launch and Closing Notification.............................................. 42
6-1-2 Domain Names........................................................................... 42
6-2 Basic Rules for Websites

6-2-1 Rules of Page Design................................................................. 44
6-2-2 Minimum Required Content...................................................... 44
6-2-3 VI Rules ...................................................................................... 44
6-2-4 Use of Photographs................................................................... 46
6-2-5 Other Expressions...................................................................... 46
6-3 Structures Facilitating Usability

6-3-1 Presentation Styles with Enhanced Ease of Visibility............. 47
6-3-2 Reducing the Burden on the User............................................ 47
6-3-3 Conducting Preliminary Testing............................................... 48
6-4 Principles Governing Information Released on a Website

6-4-1 Language.................................................................................... 49
6-4-2 Limits on Information to Be Posted on the Website............... 49
6-4-3 Timing of Updates...................................................................... 49
6-5 Areas for Caution in Selecting Expressions

6-5-1 General Principles regarding the Creation and Posting of
Information.................................................................................. 50
6-5-2 Examples of Expressions Requiring Caution........................... 50
6-6 Technical Provisions

6-6-1 Browsers checked...................................................................... 52
6-6-2 Page Composition...................................................................... 52
6-7 Handling of Links

6-7-1 Promotion of Links among Group Companies........................ 53
6-7-2 Links for co-sponsorships......................................................... 53
6-7-3 Areas for Caution in Creating Links......................................... 53
Chapter 7 Using Social Media
7-1 Introduction
7-1-1 How Yamaha Motor group defines “social media”................. 55
7-1-2 How the Yamaha Motor group approaches “social media”..... 55
7-1-3 The necessity for guidelines..................................................... 55
7-1-4 Applicable standards, “The Code of Ethics” and “Internet
Website Guidelines”................................................................... 55
7-2 Objectives and Strategy

7-2-1 Setting clear and definitive objectives..................................... 56
7-2-2 “Profit” is also a two-way street............................................... 56
7-2-3 Things to keep in mind concerning replies and follow-up..... 56
7-3 Operation set-up

7-3-1 Obtaining accounts.................................................................... 57
7-3-2 Clearly defining who is responsible......................................... 57
7-3-3 The architecture of information disclosure............................. 57
7-3-4 Creating a system of cooperation............................................ 57
7-3-5 Measuring results....................................................................... 57
7-3-6 Establish Customer Support Service....................................... 58
7-3-7 Clear self-identification and disclaimers................................. 58
7-4 Things to keep in mind about use (policy)

7-4-1 Frequency of updates................................................................ 59
7-4-2 On answering questions............................................................ 59
7-4-3 Protecting private information.................................................. 59
7-4-4 Do not restrict your judgment to local laws, rules or manners... 59
7-4-5 No posts concerning politics, religion or race........................ 59
7-4-6 Protecting copyrights................................................................ 60
7-4-7 Attributing works or photographs............................................ 60
7-4-8 Being courteous and respectful to others............................... 60
7-4-9 Always stay calm........................................................................ 60
7-4-10 Do not lie or misrepresent....................................................... 61
7-4-11 Maintain a neutral position...................................................... 61
7-4-12 Do not broach confidential information................................. 61
7-4-13 Do not comment on other businesses................................... 61
7-4-14 Do not make unsubstantiated statements............................. 61
7-4-15 Do not use insider jargon........................................................ 61
7-4-16 External links............................................................................ 62
7-4-17 Treatment of affiliate programs.............................................. 62
7-4-18 Use care making sales through social media........................ 62
7-5 Dealing with trouble as it arises........................................ 63
Application for Creating a Website (form)
Application for Closing a Website (form)
Self-check Sheet
Chapter 1
Introduction
INTERNET
WEBSITE
GUIDELINES
1-1 Vision: The Website Yamaha Motor Aims to Create

1-2 Purpose in Formulating Guidelines
1-3 Treatment of the Guidelines
1-4 Regarding the Revised Version
Chapter 1-1 Vision
1-1 Vision: The Website Yamaha Motor Aims to Create

We aim to support and contribute to the corporate activities of the global Yamaha Motor group by uniting and working together
with website creators and webmasters from all over the group. This is the shared vision we have for promoting the global web
strategy going forward.
A website that realizes the corporate mission of creating Kando

The goal of this project is to create and manage a website that customers and employees alike can refer to as “cool
and awesome” while remaining useful and profitable for both.
For this goal, we will take into account the various ways in which websites are used worldwide and use leading
internet technology to design our new website. Factors such as quality, hospitality, convenience, usefulness, and
of course security will be prioritized, aiming to exceed both the competition and the expectations of our customers.
Ultimately, we will aim to provide a whole new user experience culminating in new values, ahead of our time.
Taking Advantage of the YMC Global Website

Our aim is to clarify the respective roles of the Global Website and group company websites, and have them complement each
other to build a strong Yamaha Motor brand image.
Main roles of the YMC Global Website:

(1) Corporate branding for Yamaha Motor Co., Ltd.
(2) Serve as a gateway to group company websites
Main roles of the group company websites:

(1) Locally oriented marketing
(2) Product branding
The YMC Global Website presents content that show what the essence and roots of the Yamaha brand are, what the company
strives to be and what we are thinking about, as well as content about the activities that the companies of the Yamaha Motor
group are involved in from a global perspective.
As for the group companies, we want you to provide a link from your website to the top page of the YMC Global Website in order
to give your website a fuller range of content and added convenience for your visitors in ways that will help strengthen the brand.
The URL for linking to the YMC Global Website

English: http://global.yamaha-motor.com/
Japanese: http://global.yamaha-motor.com/jp/
7
Chapter 1-2 Purpose in Formulating Guidelines
1-2-1 Effective Operational Management

– The progress of IT technology and the creation of an information infrastructure are occurring at the global level at a rapid pace.
– When promoting future corporate activities, it is not too much to say that further responses to IT and the preparation of
information-related equipment are indispensable and that the strengths and weaknesses of a company's information strategy
affects its ability to compete with other corporations.
– Companies must continuously absorb and collect such knowledge and know-how with regard to IT technology.
– Furthermore, it is essential to make ongoing efforts to interpret correctly the changes in daily living, society's sense of values,
and lifestyles that result from changes in the environment and in the infrastructure.
– With regard to the operation and administration of websites as well, it is necessary to develop new means of use, introduce
new technologies, and assess user needs while aiming for increasingly effective and efficient operations and administration.
1-2-2 Philosophies and Approaches to Sharing

– By adopting a unified Internet strategy for the entire Yamaha Motor group, it is possible to improve and expand the quality and
quantity of information conveyed by communication and thereby solidify its strength in that area of information.
– Bringing about the shared use of information and a sense of unity throughout the entire group requires a common philosophy
and approach to website administration.
– Companies are using different ways to transmit information and each style of transmission has its own special characteristics,
strengths and weaknesses, which in turn differ among particular areas and social situations. Transmitting information,
therefore, requires an integrated approach across all forms of media.
– Instead of creating information or content individually tailored to a particular media, a coherent and effective means of
dissemination comes from considering the flow of the information to be conveyed beyond the frame of the media itself and
consolidating raw material which will comprise the information.
– By digitizing materials such as photographs, once prepared on paper-based media, it has become easy to reuse these items on
the website and elsewhere. In sharing these materials between different media, it is necessary to work towards improvements
in efficiency and cuts in cost.
1-2-3 Establishing Targets to be Achieved

– A website serves as a means of communication between a company and stakeholders and others. Clear standards must be
established to define the role the website plays within the context of a company’s overall operations and to evaluate its worth.
– When evaluating one's own corporate website, one absolute requirement is to assess whether the website is of comparable or
better quality compared to those of other companies operating in the same business field. This applies to not only the
assessment of its viewership (such as by looking at access counts) but also an appraisal from a business standpoint, such as
its degree of contribution to sales. In addition, it is necessary to establish visualized and numerically converted quantitative
target values rather than qualitative targets. Items which are unable to be measured are unable to be controlled.
– With regard to the standards for evaluation of the website, Webmasters must establish concrete target values and then
consistently confirm the state of progress towards those targets and the degree to which the targets are being achieved.
– The target values for viewership assessment can be calculated based on the purposes for which the website was created, and
from there methods can be adopted to attain the target. For example, if the sale of products is central to operations, a target
number of access "hits" on the Web page can be derived from the overall number of potentially targeted consumers for a
product and the percentage of people who have Internet access. Planning effective website content, page design and means of
getting the word out about the URL should be considered to attain target values.
(Cont’d)
8
Chapter 1-2 Purpose in Formulating Guidelines
Chapter 1-3 Treatment of the Guidelines
– Indicators over a broad range of areas should be established, including, for example, a target rate for return visits and a target
for the number of consumer e-mail addresses to be obtained, rather than relying on the number of access hits alone. For each
area, target values should be established and the degree of progress should be confirmed.
Examples of Visualization and of Numerical Conversion

– Target: Users of competitors’ website < Users of your own website
– Number of inquiries
– Contribution to sales (number of website visits that led to purchases, etc.)
– Surveys/questionnaires to rate website visitor satisfaction
1-2-4 Eliminating Customer Frustration

– Along with the sheer volume of information on the Internet has come a conceptual shift in who initiates communication. Once it
was the information’s progenitors, now it is its audience. A certain frustration may occur whenever users cannot find what they
are looking for or when information does not exist. This frustration, in turn, can lead to dissatisfaction with the business and its
brand, or worse. The user may stop visiting the website.
– These guidelines set forth rules for website construction and reflect a standard which will avoid user frustration, dislike, and
distrust.
– Through compliance with these guidelines, Webmasters can work to improve the ease at which the website can be viewed and
navigated and to provide content worth seeing and information which users most want to know. Webmasters must adopt
methods of content provision, page design, and expression that meet user expectations.
1-3-1 The Principle of Compliance with the Guidelines

– A website plays a role in business strategy and is responsible in part for business operation.
– The information provided on websites established by group companies may not have points of discrepancy with the business
strategy of the Yamaha Motor group as a whole, nor may it tarnish the image of the brand.
– These guidelines set forth the fundamental and the mandatory standards for the establishment, design, operation, and
administration of a website, in keeping with the corporate mission, business strategy, brand strategy and so on of the Yamaha
Motor group as a whole.
– When a company affiliated with the Yamaha Motor group establishes, designs, operates, or administers a website, the
company must be in compliance with the standards and rules laid out in these guidelines and all other company regulations,
which must be in line with VI rules and regulations and the like.
– Infractions of the rules and regulations laid out in these guidelines with regard to the establishment, design, operation, or
administration of a website are not permitted. In addition, if the establishment or operation of a website within the group is
deemed to have violated any provisions as determined by the WEB Group, Corporate Communication Division, the WEB Group,
Corporate Communication Division is authorized to order the amendment or removal of the information or the remedying of the
situation or approach.
9
Chapter 1-3 Treatment of the Guidelines
Chapter 1-4 Regarding the Revised Version
1-3-2 Applicability of the Guidelines

– These guidelines were deliberated by the Legal and Intellectual Property Division and Process IT Unit of YMC in conjunction with
representatives in charge of Internet activities from the Group's North American operations (YMUS), European operations
(YMENV), and Japanese operations (YMC), among others. The WEB Group, Corporate Communication Division compiled the
results of those discussions into these guidelines.
– The applicability of these guidelines extends to all companies affiliated with the Yamaha Motor Group and their Internet
administrators (Webmasters).
– Companies affiliated with the Group must be in compliance with these guidelines when they establish, design, operate, or
administer a website.
– Webmasters must verify that the websites of the companies with which they are affiliated are in compliance with these
guidelines, and remedy in a timely way any violations.
– Companies not affiliated with the Yamaha Motor Group but which have a substantial business relationship with the Group may
also be asked to comply with these Guidelines.
– Items not set forth within these guidelines will be considered and discussed on an ad hoc basis.
1-3-3 Areas for Caution in Handling these Guidelines

The contents of these guidelines are for internal Group use only and should be handled with proper caution.
– Since the first version of these guidelines were compiled in 1997, the environment surrounding IT technology and the use of
the Internet have changed dramatically, with IT and the Internet now indispensable in our daily lives and in business. There is
also a constant demand for responses and changes to the roles this company website fills.
– These guidelines, created as a set of basic standards and rules for compliance across the group, have been thoroughly revised
and implemented to address those changes.
– In places previous versions left ambiguous, or where neither standards nor rules existed, this version provides concrete
examples and guidelines that answer questions concerning website establishment, design, operation and administration,
questions like, “what am I required to do and how” or “What forms of expressions may be violation of policy?”
1-4 Regarding the Revised Version

Overview of History of Revisions
1997: First version released
1998: Second version released
2000: Third version released
2003: Fourth version released
2006: Fifth version released
2008: Web version created
2011: Sixth version released
2011: Seventh version released
2012: Eighth version released
2013: Ninth version released
2014: Tenth version released
2015: Eleventh version released. Revisions to contact information in accordance with Yamaha Motor Co., Ltd. organizational
reforms; wording consistency changes.
10
Chapter 2
Corporate Activities and Compliance
INTERNET
WEBSITE
GUIDELINES
2-1 Corporate Social Responsibility (CSR)

2-2 Approach and Responsibility toward Safety
2-3 Compliance with Laws and Regulations on
Intellectual Property
2-4 Protection of Copyrights
Chapter 2-1 Corporate Social Responsibility (CSR)
2-1-1 Yamaha Motor group's Basic Philosophy

Yamaha Motor Co., Ltd. has, since its beginnings, made its “company pledge” to “use its corporate activities to contribute to
society.” This pledge affirms that, in this spirit, the actions of each individual Yamaha employee will make a contribution to
society.
Moreover, as our corporate mission of becoming a “Kando* creating company, one that offers new excitement and a more
fulfilling life to people all over the world” implies, we strive to make things that create value. Our management principles of
“creating value that surpasses customer expectations,” “establishing a corporate environment that fosters self-esteem,” and
“fulfilling social responsibilities globally” express the fundamental approaches we take to managing our customers, our
employees and our society. This corporate mission, our management principles, and the measures taken in their implementation
form the three precepts of the Yamaha Motor group’s corporate philosophy.
We at the Yamaha Motor group coordinate our CSR policies according to our social responsibilities to our stakeholders, and we
believe contributing to the sustainable development of society through our business activities based on our corporate philosophies
is the kind of CSR expected of us.
*Kando is a Japanese word for the simultaneous feelings of deep satisfaction and intense excitement that we experience when
we encounter something of exceptional value.
2-1-2 The Responsibilities and Obligations of Webmasters in Terms of

CSR
– As individuals associated with the Yamaha Motor group, it is imperative that Webmasters make proactive efforts to understand
and implement the CSR activities of the Yamaha Motor group.
– Webmasters have the obligation and the responsibility to promote efforts related to the protection of personal information.
– Webmasters are to prepare content which bear out both the privacy policy and the security policy and undertake proactive
efforts to give visitors to the website feelings of security and trust.
– Webmasters must work to ensure that all parties involved in the designing of the website (relevant departments, outsourcing
contractors, etc.) enhance and maintain their awareness and knowledge of CSR while maintaining a situation through which
proper website operations can be conducted.
– Insofar as access to the website takes place without reference to borders, and insofar as the Yamaha Motor group is a global
corporate entity and the value of the information will be judged as such, Webmasters should strive to post content considered
fully compliant with generally accepted social norms.
12
Chapter 2-2 Approach and Responsibility toward Safety
2-2-1 What is the Approach and Responsibility toward Safety?

The Company must make the safe use of products by customers its primary consideration. It is natural that this should include
not only the product development process and manufacturing process, but also situations in which product information is
conveyed to customers. Instruction manuals should not only inform customers of correct usage, but also provide warnings about
problems caused by incorrect usage.
All information communicated by the Yamaha Motor group—not only over the Web—must be consistently based on rules of safe
usage, and no deviations from the scope of these rules are permitted in any circumstances.
This is the Company's approach and responsibility toward safety, and appropriate information must be provided on the website in
order to achieve this.
2-2-2 Steps That Must Be Obeyed to Provide Appropriate Information

on Websites
– Attention is required on websites in cases showing products, feature profiles and catalogs on websites, and all situations such
as photographs, video and corporate content.
– Like when making an instruction, the information shown must sufficiently include warnings about the dangers inherent to the
product and instructions for preventing accidents through misuse.
– Even in photographs or images that do not directly describe or introduce actual products, the images and videos shown should
not be misleading, nor should they harm the brand image or the image of products sold in other regions and countries.
– The wordings a Webmaster considers may pose no problems within one’s own area or field of expertise; however, the same
wordings may prove problematic to other areas or fields. Those points of view must also be considered before posting
something to the website.
Inappropriate statements or expressions

– Do not use statements or expressions that negate the safety of existing products.
– Do not use statements or expressions that contradict or conflict with existing corporate explanations.
– Do not use statements or expressions that contradict instruction manuals.
– Do not use statements or expressions that imply excessive guarantees of safety.
– Do not use statements or expressions that undermine the credibility of our corporate concern for safety.
– Do not use statements or expressions that provide an excessive amount of information.
– When referring to the quality or performance of products, avoid using overly superlative expressions such as "permanent,"
"perfect," "absolute," "the best," "superiority," and so on.
Specific examples of notation, images and video that should be noted

– Riders/drivers must be wearing proper clothing and protective gear.
– Products must be shown being used in appropriate locations or designated use zones.
– Products must be shown in proper use, employing appropriate methods for undertaking functions, performing only functions for
which they are designed, and accompanied only by approved accessories, etc.
– Specifications must be correct, manufacturer-designated specifications. (Don’t modify)
For details on regulations and points of caution regarding each product category, please refer to the Yamaha Motor
Advertising Production Guidelines.
13
Compliance with Laws and Regulations on
Chapter 2-3 Intellectual Property
2-3-1 Principles of Compliance with International and Domestic Laws

– Corporations, particularly those in the manufacturing sector, conduct a great amount of research and development in order to
create new products and services. One of the concrete results of this is industrial property rights, such as patent rights, utility
model rights, design rights, and trademark rights.
– Also, there are copyrights on written materials (novels, essays, treatises, articles, etc.), paintings, photographs, film, music, etc.
– Industrial property rights are designated as “intellectual property rights” or “intangible property rights” and are protected in
accordance with national or international rules.
– Industrial property rights, such as patent rights, utility model rights, design rights, and trademark rights, copyrights, which cover
writings (novels, articles, etc.), pictures, photographs, music, images, and so on, as well as other neighboring rights such as
image rights and the right to restrict the use of one's own name, are collectively designated as intellectual property rights and
are protected under the law both internationally and domestically in each country.
– Each Yamaha Motor group company operating globally is obliged to comply with not only domestic laws governing these
intellectual property rights, but also international protection rules, even in cases when domestic laws do not exist.
2-3-2 Points Particular to Websites

– Laws and regulations dealing with websites have not yet been enacted fully; furthermore, the legal regime will continue to be
revised as new technologies appear.
– With regard to the sending and receiving of information over the Internet and the viewing of websites, it is necessary to take
into consideration the individual laws and regulations of the countries in which the website operator, server, and viewers are
located.
2-3-3 Industrial Property Rights

Trademarks of Third Parties
Websites must avoid the posting of product names for which the trademark right is held by a third party. These include names of
items which people commonly use unconsciously yet which are actually treated as a registered trademark, so caution is
necessary.
Patents on Business Models

Patents on business models are the incorporating of rights onto breakthroughs tying together business methodologies and
information technology. The Internet is a new form of media that has come about through progress in science and technology. For
that reason, it is necessary to be careful, insofar as various patents are now within the copyright protection period.
When on a website you attempt to undertake a new business method by using information technology, it is necessary to
investigate whether or not any business model patents exist on that method. When, after an investigation, no patents are found to
exist, your company could apply for a patent. For information on how to do this, confer with the person in charge of intellectual
property and legal affairs within your company.
14
Chapter 2-4 Protection of Copyrights
2-4-1 Basic Philosophy Concerning Copyrights

What is a Copyright?
– “Copyrighted works,” such as writings, photographs, illustrations, images, videos and music are subject to copyright, which
vests in the individual or group that created them.
– The rights to release, or withhold from release, a work to the public, to sign a work, or to modify it all belong to the
copyright holder (personal rights of the copyright holder).
– The rights to reproduce a work, release it for screening, alter it, distribute it, translate it, or publicly transmit it (including
public release over the Internet) also all belong to the copyright holder (property rights).
The copying of pictures or text from Websites external to the Yamaha Motor group is, of course, prohibited. Such copying
from Websites within the Group without permission is also prohibited.
The Generation of Copyrights and Frameworks for their Protection

– With regard to how copyright arises, some countries adopt the stance that no procedures or statements of reservation of rights
of any kind are necessary (principle of automatic copyright), while others take the position of requiring procedures regarding the
registration, etc. of the copyright in each country (principle of copyright registration).
– The Berne Convention (Berne Convention for the Protection of Literary and Artistic Works), adopted in 1886, is an international
convention governing copyright protection. Among countries which are signatories to this convention, copyright is protected
without the need for any form of explicit registration.
– The Universal Copyright Convention has been concluded for the purpose of protecting copyright between countries that adopt
the principle of automatic copyright and those that adopt the principle of copyright registration and are not signatories to the
Berne Convention. By including a copyright notice in an easy-to-find location in the copyrighted work, copyright is protected
even in non-signatories to the Berne Convention, assuming that the countries are parties to the Universal Copyright Convention.
Example of copyright notice: COPYRIGHT (C) YAMAHA MOTOR CO., LTD. All Rights Reserved.
International Conventions Concerning Copyrights

Universal Declaration of Human Rights (adopted by United Nations General Assembly on December
10, 1948), Article 27, Clauses 1, 2
Everyone has the right freely to participate in the cultural life of the community, to enjoy the arts and to share in scientific
advancement and its benefits. Everyone has the right to the protection of the moral and material interests resulting from any
scientific, literary or artistic production of which he is the author.
Berne Convention and Universal Copyright Convention

Because copyrighted materials are used across international borders, the countries of the world have concluded conventions and
cooperate in protecting the rights to written materials, performances, recordings, broadcasts, etc.
Through this international cooperation, copyright is protected under the provisions of the Berne Convention and the Universal
Copyright Convention, while rights neighboring to copyright are protected under the Rome Convention for the Protection of
Performers, Producers of Phonograms and Broadcasting Organizations and the Geneva Convention for the Protection of
Producers of Phonograms Against the Unauthorized Reproduction of their Phonograms.
15
World Trade Organization (WTO)

Furthermore, the Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs Agreement), which addresses
copyright issues, was added to the agreement reached in 1994 in the Uruguay Round negotiations for the charter of the WTO that
went into effect on January 1, 1995. This agreement sets down standards for the international protection of industrial properties
such as patents and trademarks and regulations for methods of attaining them, and these standards also apply to copyrights and
rights neighboring to copyright. As of April 1996, 120 nations had become WTO member states.
In addition to what is noted above, there are translation rights and other rights which are exceptions, meaning that when you use
a copyrighted work from another country, careful investigation is essential.
In the majority of the world, copyright is protected, whether through the Berne Convention, the
Universal Copyright Convention, or domestic legal systems.
Copyright exists not only for the works of one's own country as a matter of course, but also for
materials from foreign countries. It is prohibited to use items as one pleases without first
receiving permission.
Limits on Copyrights
It is necessary to confirm and then comply with the laws in place in each country.
Copyrights of the Yamaha Motor Group

– On all copyrighted materials for which Yamaha Motor group is the copyright owner, a copyright notice must indicate that fact.
– In addition to this above-mentioned copyright notice, with regard to its policy of website use as well, cautionary notice is to be
posted stating that your company holds the copyright and use without permission, etc. is prohibited.
– If a case of infringement of your company’s copyright come to light, higher-ranking sections of the organization are to be
notified without delay and measures to be taken must be considered.
16
Copyrights of Third Parties

– Websites established by the Yamaha Motor group must not have any cases of infringements of third-party copyrights. Such
incidents will result in not only demands from remuneration from the copyright holders and the incurring of legal penalties but
also significant damage to the corporate image of the Yamaha Motor group as a whole.
– In cases in which you want to use copyrighted material for which the copyright is held by a third party, you must receive
permission or assignment from the copyright owner.
– When using copyrighted materials owned by third parties for which permission has been received, observe strictly the period of
use and the material/extent to which permission has been granted.
– Parodies and other forms of use which may make the copyright holder uncomfortable should be avoided.
– Commercially available products, buildings, trademarks, personal belongings, and so on may not be displayed in photographic
images, etc., without consent, even if such display is unintentional. In particular, things connected with movies, cartoons,
anime, TV games, outdoor works of art, theme parks, the Olympics, and so on may not be used without consent.
– The titles of novels or movies, the names of characters appearing in cartoons or anime, and the like are also sometimes judged
to be infringements of copyright, and therefore care must be taken in their use even if they are the same as common names.
Cases in which your Company Causes Copyright Infringement

– On another website, you see a striking piece of material (examples: a photograph of some scenery, a design, an icon, a
sound, etc.) and without obtaining permission, you copy and use it.
Permission for use is absolutely necessary. Be sure to get permission from the other party.
– You see a cool photo on a Yamaha Motor group website (examples: a motorcycle, marine jet, etc.) and without obtaining
permission, you copy and use it.
Even for companies within the Group, it is not necessarily the case that the other group company holds the
copyright. A photographer or advertising agency may be the copyright holder, and it is quite common to have usage
restricted to only that area's website. It is absolutely essential to receive permission before use.
Cases in which your Company Suffers Copyright Infringement

– Even though no permission for use was granted, a piece of material for which your company holds the copyright
(examples: images of a motorcycle, marine jet, etc.) has been used on another website (examples: a personal website,
a retailer's site, an auction site, etc.) without asking.
The decision to exercise a copyright lies with the copyright owner. In cases in which you decide to exercise your
right, consult with your company's section in charge of legal affairs.
17
2-4-2 Dealing with Image Right and the Right to Restrict the Use of
One's Own Name
What are Image Right and the Right to Restrict the Use of One's Own Name?
– Image right is the right of an individual not to have his or her face or likeness (i.e., his or her image) photographed, drawn, or
publicly released without prior consent.
– Image right is grounded in privacy rights, and two types exist. The first is held by all individuals; the second is held only by
famous individuals, such as actors, artists, and athletes, whose images have economic value. The latter right is sometimes
called a "publicity right."
– It is also understood that names are entitled to legal protection within certain limits, just as images are.
– It is necessary to confirm and comply with the laws in effect in individual countries.
Protection of Image Right and the Right to Restrict the Use of One's Own Name
– Use of a photograph or other items that display a person's personal appearance or likeness (including the use of group
photographs), or the use of a person's name, is not permitted on a website without prior consent.
– In cases in which you want to use photographs or names of individuals of people such as those mentioned above, it is
necessary to receive permission in writing in advance after explaining, either at the time the photograph is taken or at the time
of use, the purpose for which it will be used, the way in which it will be used, the period of use, and so on.
– In cases in which the contracts covering image rights and credits have already been concluded with the Yamaha Motor group,
such as contracted riders in motorcycle races, after confirming the contents of the contract (the purpose for which the images
will be used, the way in which it will be used, the period of use, etc.) it is permissible to use those images within the contractual
limits.
– In particular, the perspective of the protection of privacy rights, which are one part of personal rights, it has become important
to give proper consideration to the right to restrict the use of one's own name.
Examples of Infringement of Image Right and the Right to Restrict the Use of One's Own Name
– A photographic image of a celebrity that appeared in the catalogue is used on your website without permission.
When creating photographs and images to be posted on the website using models and so on, clearly state in the
contract that the images will be posted on the website, and then, after confirming the time limitations for having the
image posted, be certain not to keep the image posted beyond those limits. Also, be careful with expressions
regarding how the posting of the image will be conducted, as it is necessary to obtain the understanding of the
person in question.
– A picture of customers who attended an event is posted on your website.
It is to be judged by oneself whether this constitutes a case of infringement of a general person's image rights. It is
necessary to avoid posting photos that a person depicted might find unwelcome and set up a contact point so that
people who do not want their images used can request to have them removed. When personal images and names
are used, in many cases, laws and regulations governing personal information apply.
Refer to "Chapter 3-3: Protection of Personal Information" for further information.
18
Chapter 3
Corporate Activities and the Handling
of Data
INTERNET
WEBSITE
GUIDELINES
3-1 Information Disclosure

3-2 Security Trade Control Compliance
3-3 Protection of Personal Information
3-4 Ensuring Security
19
Chapter 3-1 Information Disclosure
Businesses must achieve accountability by accurately disclosing company information to all of their stakeholders. Timely and
pertinent disclosures of information are critical to obtaining proper understanding and valuations.
Release from the company of mistaken information, or important information yet to be made public, into the hands of another
may eventually lead to that party's profit or even loss, but more certainly, it has the potential to cause considerable damage to the
Yamaha Motor group's trustworthiness and competitiveness.
With the advent of the Internet and technological innovation, information can spread in the blink of an eye. The disclosure of
inaccurate or inappropriate information, in the hands of the media and depending on its import, could present sizable hindrances
to management and business strategies.
All of the information disclosed via company websites in Japan must first go through the established rules and procedures of the
information disclosure process. Group companies abroad must comply with the "Information Management Group Guidelines"*
published by Yamaha Motor Co., Ltd.
*For Webmasters that cannot view the Yamaha Motor intranet, please contact the Administration 1 Group, General Affairs Division at Yamaha Motor Co., Ltd. for
information.
20
Chapter 3-2 Security Trade Control Compliance
3-2-1 What is Security Trade Control?

There are places in this world gripped by regional conflict and terrorism. Export controls are legally in place to prevent the export
to those countries of general articles and technologies related to weapons of mass destruction and conventional weapons. These
Security Trade Controls were adopted to promote international peace and stability.
3-2-2 The Importance of Compliance

It is important that the Yamaha Motor group, in all of its business activities, comply with the Security Trade Controls when it
exports its products and technologies anywhere in the world. Incidents involving illegal exports (as governed by but not restricted
to Japan’s trade laws) could lead to our company being sanctioned and abasement to the Yamaha Motor brand image. Therefore,
Yamaha Motor Co. Ltd. has established an internal security trade control program and conducts strict export control. Our group
companies abroad must likewise set up appropriate controls for compliance.
3-2-3 Management of Technological Information

When we post product information to our website as electronic data, in essence, we are exporting technological information from
Japan to places overseas. Once this information is posted, it can be easily reproduced and preventing its retransmission is no
longer possible. Therefore, before posting any technology on our website, procedures for risk prevention must be in place.
Particularly Sensitive Technological Information

– Technological information related to industrial-use unmanned helicopters, surface mounters, industrial robots
* Instruction books on use and service manuals that accompany products are excepted from the rules, however, be careful
posting three-dimensional image data of the product on the website. Information on improving the performance or modifying
specifications of products may not be posted.
The Yamaha Motor group treats its technologies like it does its freight in ensuring compliance with Security Trade Control. If ever
in doubt as to proper procedure, contact the department of the person in charge of Security Trade Controls or the Security Trade
Control Division.
21
Chapter 3-3 Protection of Personal Information
3-3-1 What Constitutes "Personal Information"

– "Personal information" refers to information through which a specific person can be identified, such as an address, name, age,
date of birth, telephone number, or e-mail address, and only information about living persons is classified as "personal." For
example, "Taro Yamaha of Hamamatsu City" constitutes personal information; in contrast, "a 30-year-old company employee
with tennis as a hobby living in Iwata City" does not constitute personal information because no specific individual can be
identified from it.
– However, it becomes personal information if it can easily be used to identify a specific individual through the cross-referencing
of this information with other data. For example, even an Internet ID or password constitutes personal information if it can lead
to the identification of a specific individual by cross-referencing it with a provider's list of subscribers.
3-3-2 Why Protection of Personal Information is Necessary

The Importance of Personal Information and its Protection
– Customer Relationship Management (CRM) is one method for enhancing customer satisfaction, but in order to conduct CRM,
the company must classify consumers into segments and decide what kind of relationship the company is aiming to create,
thereby necessitating the efficient and effective acquisition of consumers' personal information.
– As the acquisition of personal (i.e., consumer) information becomes critical, the protection of such information has become a
subject of great importance. This is because when consumers conclude that their personal information is being handled
carelessly, their trust in the company falls and they hesitate to provide information. The potential impact of this is a marked
drop in brand image and in the company's credibility within society.
The Danger of Information Leakage

In Japan, as a result of a full-scale enforcement of laws protecting personal information, businesses dealing with personal
information (companies handling the personal information of more than 5,000 individuals) are obliged to respond to requests from
the data subject for the disclosure, correction, or removal of items. In such cases, if the business fails to confirm the identity of
the person making the request, information may be released to a third party only pretending to be the person in question,
resulting in an instant leakage of information. Furthermore, computers or other media containing personal information, when
taken off of company premises, can be lost or stolen from vehicles where they have been left, resulting in incidents of leakage of
personal information from the computer that can never be put right. It is critical to exercise the greatest possible caution when
handling personal information. In particular, with regard to data consolidated on a computer or other medium, it is necessary to
protect files containing personal information through the setting of passwords and, as a rule, to prohibit the removal of data from
company premises as well as copying of data onto other storage media. Servers must have strict rules established to govern their
safe administration and operation, including the creation of firewalls as a matter of course, limitations on access, and records of
the access log, among others. A system by which these precautions can be checked is also essential.
That said, even after taking such measures, the fact is that complete security cannot be assured. In the storage and
administration of personal information, additional steps must be taken to lessen risk to the greatest extent possible in the event of
a leak, such as by eliminating files and items that are no longer necessary and by encrypting information and reducing the
information to the minimum amount necessary, among other measures.
22
The Result of Information Leakage

The Japanese law allows for compensatory damages of up to 10,000 yen per victim in the case of leakage of even basic
information (address, name, age, family makeup, etc.) Moreover, even if an incident does not result in a formal lawsuit in which
damages are sought, a company can be impacted to an extent that the incident threatens its very existence, not only through the
generation of direct expenses such as payment of compensation to individuals affected (between 500 and 3,000 yen per victim),
costs for running public apologies, consultant fees, and the like, but also through tarnishing of the brand image, a reduction in its
number of customers, and more.
Furthermore, the leakage of personal information holds immeasurably enormous risks for the company if the incident develops
into a violation of the Law concerning the Protection of Personal Information, which would constitute a breach of law.
3-3-3 Measures regarding Personal Information

Internal Corporate Rules, etc.
– Yamaha Motor Co., Ltd. has established its corporate policy governing the protection of personal information based on the Law
concerning the Protection of Personal Information of Japan and the OECD's eight basic principles, which constitute an
international standard regarding the protection of personal information. It has also formulated "Rules for the Protection of
Personal Information,"* which apply to the entirety of the Yamaha Motor group.
– The handling of personal information through the Internet or websites must be in compliance with these rules and provisions.
information.
Measures covering Yamaha Motor group websites

Protection of the security of personal information is a significant factor affecting the degree of trust and peace of mind which a
company enjoys from consumers. The domestic laws of every country differ. The Yamaha Motor group requires compliance with
the three measures delineated below.
(1) The means of collecting information, the way in which information will be used, storage of information, the overall stance
towards security, and security measures being employed must be clearly stated as the website's privacy policy, and these
must be provided to users openly and thoroughly.
(2) Websites which collect information are required to obtain an SSL Certificate from the appropriate authority and conduct all
transmissions using SSL.
(3) Websites storing personal information must employ a WAF (Web Application Firewall) and maintain the safety of customers’
personal information.
23
3-3-4 Laws and Rules regarding Protection of Personal Information
The OECD's Eight Basic Principles and Yamaha Motor Group Privacy Policy
Ever since the 30-country intergovernmental OECD (Organisation for Economic Co-operation and Development), headquartered in
Paris, issued its Guidelines on the Protection of Privacy and Transborder Flows of Personal Data (the OECD's "eight basic
principles") in 1980, countries around the world have developed the legal framework governing the protection of personal
information. In Japan, Law concerning the Protection of Personal Information of Japan was enacted in May 2003 and went into
effect in April 2005.
The Yamaha Motor group, based on these eight basic principles of the OECD, has set forth the nine principles below to address
the protection of personal information. The Yamaha Motor group holds compliance with these nine principles as a foundation for
setting the points of concern of our basic efforts.
Yamaha Motor Group Privacy Policy
1. Restriction of the scope of acquisition

Yamaha will acquire personal information by setting the clear purposes, which shall be relevant to good business activities, and to
the extent necessary for achieving such purposes.
2. Restriction of use
Unless otherwise agreed by the individual or permitted by law, personal information shall not be used for any purpose other than
those notified to the individual or publicly announced.
3. Proper acquisition
Personal information shall be acquired by fair and lawful means and, where appropriate, with the notification to the individual or
public announcement of the purposes of use.
4. Accuracy of the data, etc.
In case of holding personal information, Yamaha will keep it to meet the purposes of use, as well as to keep it accurate, complete
and up-to-date.
5. Security
Yamaha, in holding personal information, will take any reasonable security measures to prevent such risks as disclosure, loss or
destruction of the data.
6. Non-disclosure of data
All employees of Yamaha will recognize the importance of protecting personal information and make every effort to prevent its
disclosure.
7. Individual participation
If personal information should be acquired, Yamaha will publicly announce the purposes of use and a counter that receives
questions, and respond faithfully to the request for disclosure, correction and discontinuance of utilization of it.
8. Compliance
Companies comprising the Yamaha Motor Group will comply with all privacy laws and regulations of the countries where they
exist, as well as the provisions in this Privacy Policy.
9. Utilizing personal information
Upon complying with the above provisions, Yamaha will utilize personal information provided by customers in order to offer better
services to them.
24
The OECD's Eight Basic Principles

Accountability Principle
The Webmasters have responsibility for implementing these principles.
Purpose Specification Principle
Clear purposes must be established for the gathering of data and use must comply with these purposes.
Use Limitation Principle
Data that is received under the consent of the person involved must not be used for purposes other than those permitted
by law.
Collection Limitation Principle
Data should be gathered under legal and open means and, when necessary, with notice to or agreement from the person
who is the subject of the data.
Data Quality Principle
Contents of the data should be in line with the purpose of use as well as being accurate, complete and up to date.
Security Safeguards Principle
Effective measures should be taken to protect the security of the data from loss, destruction, use, modification and
release.
Openness Principle
Policies, etc., governing the execution of data gathering should be made public along with statements about the existence
of data, purposes of use and the names of the parties in charge of data management.
Individual Participation Principle
Subjects of data should be informed of the presence of the data and its contents and the right should be given for the
subject to object to the holding of information.
3-3-5 Areas for Caution in Collecting and/or Using Personal Information

Clarification of Purpose
– When collecting personal information, the purpose of acquiring the information must be clarified and, through lawful and fair
means, only the minimum number of information items necessary to fulfill those purposes should be obtained. Moreover,
personal information can be collected only after notifying the data subject of the purpose for collection and receiving his or her
consent.
– Avoid collecting personal information unnecessarily or for ambiguous purposes.
– Since collecting personal information brings with it the responsibility of managing that information, do not gather personal
information unnecessarily.
Personal Information Not to be Collected

As a rule, the following kinds of personal information are not to be collected. These are items that are concerned with
fundamental human rights and important private matters of the individual.
(1) Items that can result in social discrimination, including ethnicity, race, place of origin (current state/province/prefecture/etc. of
residence is acceptable), criminal record, etc.
(2) Information about participation in demonstrative group action, exercising of rights of petition, or other acts involving political
rights
(3) Items regarding religion, convictions, or beliefs
(4) Items concerning labor unions, collective bargaining, or group activities
(5) Health and medical items or sexual lifestyle
25
3-3-6 Measures for Information Disclosure and Means of Disclosure

When a person requests disclosure of personal information (name, date of birth, telephone number, address) about him or
herself, the information is to be disclosed in compliance with established procedures. With the exception of the items related to
privacy delineated in Chapter 3-3-5, personal information of customers is to be disclosed when requested.
In the event that the content of the personal information in the possession of the Yamaha Motor group is inaccurate or
incomplete, customers can, in keeping with established procedures, amend, add to, or delete the personal information. The
situation should be investigated in a timely manner and the Yamaha Motor group will then amend, add to, or delete the personal
information in question based on the results of the investigation.
Collection - Important Points

When having someone enter personal information for the purpose of information gathering, make sure the person is
providing the information of his or her own free will. Information is to be collected with the consent of the data subject,
provided also that the purpose of collecting the information, who will be responsible for protecting the information, and
who and in what way it will be used are all clearly indicated.
The purpose of use must be stated clearly. For example, it is insufficient merely to state that information is being collected
"for the benefit of our customers." Concrete statements are to be used, such as, "so that we can send you new product
information."
With regard to personal information that has been acquired, it is necessary to respond when a data subject invokes his or
her right to be shown the information obtained. Furthermore, the necessary procedure for a person to follow must be
indicated clearly in order to enable the amendment or removal of information if it proves as a result of such a request to
have been incorrect. This procedure is to be indicated on the form for entering the personal information or included within
the privacy policy statement to which a link has been provided from the data entry form.
Sample Notice
You may ask to see the information we have about you. If that information proves to be incorrect, you may ask to have
it corrected or removed. Such a request can be made by telephone or online through the following office.
XXX Office, XXX Department, XXX Division, Yamaha Motor Co., Ltd.
Tel.: E-mail:
3-3-7 Using Information

– Personal information must be used only for the purpose to which the supplier of the information gave his or her consent at the
time of collection. Before using the information for any purpose other than that already disclosed or supplying the information
to other parties (Group companies, outsourcing contractors, etc.) it is necessary to get the data subject's renewed permission
again.
– This does not apply in cases involving danger to the data subject's life or assets. Personal information can be used in cases
such as recalls or free maintenance inspections even if permission for these purposes was not obtained at the time the
personal information was collected.
26
3-3-8 Managing Information

– When managing personal information, special care must be taken to avoid unauthorized access, loss, damage, alteration or
leakage of the information. For that purpose, it is essential that each company and organization designate the person
responsible for managing personal information as well as undertake other measures, such as formulating regulations to ensure
safe management, organizing the training of employees, and so on.
– With regard to data stored on a server or other such device, it is necessary to take overall precautions, including setting up
firewalls to prevent access from the outside, establishing ID passwords to limit the people within the company who have access
to the server, and establishing effective security measures for taking backup data on other media (CD-ROMs, etc.) with regard
to the place and method of storage of those media. Store these materials in a way that ensures their security, such as in a
vault that is always locked.
3-3-9 Outsourcing of the Management of Information

When personal information is entrusted to parties outside the company, as in the cases of data processing or storage or
outsourced operations, a contract including the following points must be concluded to ensure that there is no leakage of personal
information.
(1) Confidentiality of the personal information and prohibition of its use for purposes other than those specified
(2) Whether or not further outsourcing is permissible and under what conditions
(3) Delineation of responsibility in the event of an incident
(4) Return of the information and methods of disposal upon the end of the contract period
3-3-10 Disposal
– It is important to establish rules to govern the disposal of personal information, after taking into sufficient account the value of
the information.
– With the exception of product owner information and other information requiring storage over the long term, it is necessary to
dispose of, in a timely manner, any personal information that has not undergone any maintenance for a period of several
months or information for which e-mail transmissions return (i.e., non-current addresses).
– When disposing of such information, make sure that other files or other media (CD-ROMs, etc.) kept as backup data are also
completely destroyed.
27
Chapter 3-4 Ensuring Security
3-4-1 The State of Information Security

– Continuing advances in IT and the Internet are being accompanied by changes in the types and nature of illicit practices and
crime.
– The major types of network-based crime is unauthorized access, computer viruses, and internal irregularities, among others.
Unauthorized access includes unauthorized entry into or operations on a system, such as through "cracking," attacks on
systems with security holes, denial of service (DoS, DDoS) attacks, and the unauthorized acquisition of IDs/passwords through
"phishing" or other means.
– There are an unending number of incidents that result in the leakage of customer data or personal information.
– In today’s business environment, the way a corporation responds to such incidents of leakage, in terms of both external
notification and corrective measures, has an increasingly critical effect on corporate value and business activities.
– From the perspective of prevention and risk management with regard to information leakage, businesses running websites have
a strict duty to employ countermeasures against these kinds of information leakage or on web servers and web content
(applications). Always employ the latest, most up-to-date security.
3-4-2 Website Vulnerabilities and Safeguarding against Outside Attacks

Defining Vulnerabilities
– The term vulnerability as used herein refers to a flaw in the specifications, design, or implementation of a computer-based or
network-based information system that allows a third party to threaten or to compromise system security—for example, by
taking control of the system, or by compromising confidential information stored in the system.
– When vulnerabilities on a website or in the system are left uncorrected, there is an increasing risk of harmful attacks that may
lead to leakage of company and personal information, to defacement of company websites, to the crashing or disruption of the
system, and to other such difficulties.
– It is essential to fully appreciate that results of such attacks may in turn cause significant damage to the company's reputation
and to its perceived trustworthiness.
Well-Known Vulnerabilities of Web Applications

Two well-known vulnerabilities of websites and applications (and methods to exploit them) are introduced below.
<Cross-Site Scripting (XSS)>

In this case, the attacker targets a vulnerability in a dynamic web application that generates pages in response to user
input. Such applications include bulletin boards, applications that generate answers to keyword searches, and applications
that generate a confirmation screen when a user registers personal information. Specifically, the attacker places malicious
script in a decoy website or email, and the user inadvertently injects this script into the vulnerable web application.
Typically, for example, the user will open a decoy web page, enter information, and execute; or else the user will simply
click on a URL contained in a malicious email that he or she has received. When the user executes or clicks, a request
containing the malicious script is sent to the web server of the legitimate site that the user wishes to access. If this site fails
to carry out appropriate screening, the web application may now respond by displaying on the user's browser a web page
containing the malicious script. This script then executes on the user's browser, and is free to carry out malicious activity—
such as leaking and/or sending of the user's cookie information to the attacker's server.
If the cookie information contains personal information or a session ID, the attacker may now be able to steal personal
information or impersonate the user when accessing the legitimate site (for various nefarious purposes, such as making
purchases under the user's name).
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<SQL Injection>
In this case, the attacker targets a vulnerability in a web application that accesses a database. Specifically, the attacker
causes the web application to execute an unanticipated SQL statement (command to select data from a database) that
generates an inappropriate operation on the database, or that makes the database vulnerable.
A successful attack employing an SQL injection may result in theft of critical information from the database, and/or an
alteration or deletion of data held within the database.
Gathering of Security Information

Website managers must continue to be conscious of the fact that new vulnerabilities are constantly being discovered and
hackers are developing ways to make attacks through them. The following sites post current website security information.
Webmasters are encouraged to periodically visit these sites to gather the most recent information.
– Web Application Security Consortium (WASC)
http://www.webappsec.org/
– Open Web Application Security Project (OWASP)
http://www.owasp.org/
– Information Systems Security Association (ISSA)
https://www.issa.org/
– Carnegie Mellon University's Computer Emergency Response Team (CERT)
http://www.cert.org/
Making Websites Difficult to Attack

– Webmasters are to check the main pages and access logs of the website on each working day.
– Change the ID/password for administrating pages of the website regularly and avoid easy ID/passwords.
– YMC’s Process & IT Division conducts website security checks of all Yamaha Motor group websites at regular intervals as part
of its website security program. In the case your website is designated as vulnerable by YMC, please take the appropriate
countermeasures immediately.
3-4-3 Responding to Attacks

– Close down the website immediately so users cannot access it.
– Save the pages that were damaged, estimate the time of damage and save the access log for that time span.
– Contact the WEB Group, Corporate Communication Division immediately after completing the two operations above.*
– If it is determined to be a case of unauthorized intrusion activity, the company involved should report the matter to the police or
relevant authority.
– After the necessary investigations are made and measures taken to prevent reoccurrence, reopen the website.
*Websites in Europe and the United States should contact their regional Yamaha Motor headquarters.
3-4-4 Rules for Operation

Rules for System Operations
– Do not allow information sent in by users to remain on the website's server.
– Do not allow third persons to use the computer.
– Conduct virus checks periodically.
– With the exception of open-source packages whose safety, authenticity and reliability can be confirmed, do not install free
software being distributed on the Internet or included with hardware purchases.
– When it has been determined that there has been unauthorized access from the outside, or when such access is seriously
suspected, close down the website until the cause is found.
– Continually check access conditions, investigate suspicious movements and be on guard for possible intrusions.
29
In Cases of Operations on the In-house Server

– Do not use the website server as part of the company's internal network.
In Cases of Outsourced Operations

– Adjust the settings so that e-mail from website visitors does not remain on the provider's server.
– Give due consideration to security measures when constructing a test site.
Communicating Security Requirements When Outsourcing

When ordering development of a web application, inform the developer that appropriate security measures are to be
implemented and that the following documents should be referred to and utilized for this purpose.
– WASC “Threat Classification”
http://www.webappsec.org/projects/threat/
– OWASP “OWASP Guide Project”
http://www.owasp.org/index.php/Category:OWASP_Guide_Project
– IPA (Information-Technology Promotion Agency, Japan) “How to Secure Your Website”
http://www.ipa.go.jp/security/vuln/documents/website_security_en.pdf
Security requirements vary according to site conditions; sites that do not collect personal information, for example, would
presumably require less security than those that do. Accordingly, the developer must identify those measures which are
needed and those which are not, and should be requested to submit a log indicating the measures that have been
implemented.
3-4-5 Protecting the Server

Installing Firewalls
– Effective security is to be provided through a system of multiple firewalls in order to protect the server.
– Checks of the system are to be conducted regularly, with security checks to be performed every time a new function is added
to the server, among other times.
– When there are doubts about self-administered checks, the WEB Group, Corporate Communication Division should be
requested to conduct a security check.
– When using website services from a provider, always set up a firewall.
Establishing Oversight
– The administrator of the server must constantly check the status of data passing through the firewalls.
– When a suspicious attack is detected, it is necessary to report it to the WEB Group, Corporate Communication Division, to
conduct a trace and to take measures such as contacting the administrator of the network the attack originated from.
Setting up a Backup Server

– A backup server (including CDN service) should be set up in order to avoid inconveniencing users when trouble occurs with the
main server or when the server needs to be shut down for maintenance. In addition, data from the server must be backed up
regularly onto an external storage device or by other means.
– Even though it is a backup server, the level of security employed should equal that of public servers.
3-4-6 Choosing Providers

– Every time you choose a provider, it is important to check with the Process & IT Division via the WEB Group,* Corporate
Communication Division to ascertain the security level. Do not choose a provider on your own.
*Websites for use in Europe and the United States should contact their regional Yamaha Motor headquarters.
30
Chapter 4
Using the Website
INTERNET
WEBSITE
GUIDELINES
4-1 Creating an Efficient Website

4-2 Coordination with Other Forms of Media
31
Chapter 4-1 Creating an Efficient Website
4-1-1 Clarifying the Objectives of Establishing a Website

– A website is to be used as one means of promoting the management strategy, brand strategy, marketing strategy, publicity
strategy – the identity of the Yamaha Motor group as a whole.
– The Group aims at enabling the shared use of information with each main office, area office, sales office and group company as
well as facilitating efficient use of information.
– When conducting e-commerce (electronic commerce), forecasts are to be made regarding the content of transactions, the
party with whom the transactions will be conducted, the number of visitors, and the scale of sales.
Objectives of Establishing a Website

1. A Website as a Reflection of the Company
The evaluation of a website is connected to the assessment of the company and its products. However impressive a
company's activities may be, if those activities are not posted on the website, people will conclude that those activities are
not being conducted; however superior a product may be, if the quality of the information posted is poor, the evaluation of
the product will also suffer. In other words, what is essential is for the activities of the company be faithfully portrayed and
product information expressed accurately.
Furthermore, visitors to the website are also most certainly browsing multiple companies' websites, including those of
other companies in the same industry, and collecting and comparing information. It is critical to understand the fact that
anything appearing disadvantageous in comparison results in a lowering of the evaluation of the company and its
products, regardless of the company's size or its business performance.
2. Visitor Satisfaction and Solutions

Visitors to a website come to the website with a variety of purposes and expectations. Enabling the visitor to accomplish
his or her purpose or fulfill his or her expectations results in higher evaluation of the company and its products and
connects to the next steps. That is to say, the provision of solutions to website visitors leads to higher satisfaction towards
the company and enhanced branding as well as support for the business.
3. Impacts of a Website
Websites should be developed so as to maximize impacts on the branding of the company and its products, purchasing
support, customer support, sales agent support, and so on.
32
4-1-2 Conducting Log Analyses

– Within the log file left on the Web server is an access log containing information on who accessed what file and when, as well
as what was done with each file.
– In order to evaluate and measure the website, the access log must be analyzed.
– The evaluation standards for the website must be established.
– It is an absolute requirement that your website is not inferior compared with other companies operating in the same business
field with regard to the number of visitor "hits," evaluation of the website, etc.
– Concrete access targets are to be established based on the scale of your business (current scale and future objectives) and the
degree to which those targets are being met must be assessed continually.
– Targets can be set through calculations such as: (Total number of customers who can be targeted for your company's
products) x (percentage of total population with Internet access) x (market share for your company's products)
– While assessing the degree to which this target is being attained, prepare increasingly attractive content pages and consider
ways to inform users of the keywords and URLs you would like them to search for.
– In the same way, numerical targets should be established for not only the number of access hits but also the percentage of
repeat visits, the number of e-mail addresses obtained, and so on. Content development should be conducted in keeping with
the degree of progress made on those targets.
– It is necessary to evaluate your company's ranking in its degree of recognition compared with competing companies, and,
based on such results, work towards search engine optimization, enhanced differentiation from other competitors, and the like.
Setting Objectives and Targets for Access Log Analysis

1. Guidance via Searches
Assess what keywords are being used during searches, to what degree such searches are successful, and what kinds of
keywords make it possible to provide guidance.
2. Navigation
Assess the page of entry for users to your website, the page from which users leave the website, and what constitute the
common patterns of movement through the website from entry until exit.
3. Degree to which Consumers' Objectives Are Being Attained

Assess how many viewers are arriving at exit pages, such as pages explaining how to contact your company, sales agent
search pages, and so on. Also assess whether or not guidance to pages listing product information has been successfully
provided, and what kinds of movement within the website is taking users to pages listing product information.
4. Assessment of Access Status

Assess the state of access (compared to the previous year or previous month), when and how many times users are
visiting, the number of pages users are viewing per visit, the amount of time spent at the website per visit, from which
website users are accessing your Web page, and which pages on your website are the most commonly viewed.
5. Attainment Objectives
Assess whether visitors are accessing the pages that you would like them to visit.
33
4-1-3 Search Engine Optimization (SEO)

– Search Engine Optimization (SEO) is a process of optimizing a website to achieve high rankings in the search results for specific
(or as many as possible) keywords.
– When the search engine analyzes HTML pages, it sees "where do the keywords appear" or "what tag is used for the keyword"
on the website, judges importance of the keyword and keeps points for each keyword to decide the rankings of the website.
The tags which search engines emphasize are "title, meta, description, h1, h2, h3, strong" and so on.
– Search engines evaluate how many important links are inbounded to the website. If there are many links from the website that
the search engine regards as important (high Google page rank) or the website of the same theme, evaluation rises.
– SEO is attracting attention as an advertisement that is superior in cost-effectiveness.
– Not only the top page but also the subordinate pages of the website become the entrance for users if subordinate pages rank
high on the search results by various keywords. For users searching brand names or product names, it is very important to rank
your website high when they search those keywords, because they are potential customers.
– On the other hand, websites performing excessive SEO, like using keywords (text) the same color as the background or
describing the same keyword consecutively will be judged as malicious by the search engine and there is a threat to be
excluded from searches. It is important to perform appropriate SEO.
– If you have any questions about SEO, refer to the “Yamaha Motor SEO Guidelines”* or contact the WEB Group, Corporate
Communication Division for details.
*For Webmasters that cannot view the Yamaha Motor intranet, please contact the WEB Group, Corporate Communication Division at Yamaha Motor Co., Ltd. for
information.
34
Chapter 4-2 Coordination with Other Forms of Media
4-2-1 Basic Approach to a Media Mix

A website is capable of surpassing significantly other forms of media with regard to its volume and freshness of information, its
way of being viewed, and the guidance it provides, among other aspects. However, a website is only able to introduce information
to users once it is accessed, meaning that it is essential to give ongoing attention to raising awareness of the website itself as
well as means of increasing access to it. In that regard, it is important to coordinate with traditional forms of media. By creating
separate uses for various forms of media as well as ways of guiding users to access the website, it is possible to generate
enhanced impact.
Historically, it has been difficult to measure the degree to which advertisements in magazines or newspapers and commercials on
TV and radio have had an impact, but by establishing the website as the receiver of impact from these media, it has become
possible to measure these effects, albeit not in their entirety.
Example 1: Inserting into Advertisements in Other Media Factors which Invite Users to the Website
It is important to have the URL listed in newspapers, books, and TV advertisements. However, in recognition of the fact that many
users access the website through the use of search engines, it is at least as important first, that advertisements include words
which can be searched for easily, and second, that through the use of SEO,* a search for such words will bring your company's
website to the top of the search results.
When opening a microsite (e.g. marketing campaign websites, promotional websites, etc.) with a short URL, please conduct
appropriate website management (ensure that security is in place and that domains are registered/deregistered accordingly).
Also, always submit the “Application for Opening a Website” and “Application for Closing a Website” to the WEB Group, Corporate
Communication Division when opening or closing a microsite.
*SEO: Cf. Section 4-1-3, "Search Engine Optimization (SEO)"
Example 2: Launching a Campaign in Connection with Other Media

It is also important that the interests and curiosity of the target audience be aroused not merely by simple guidance to the website
from other media, but rather through development of the site in ways that connect with other media. The coupling of the
development of this other media with the development of the website creates a sense of unity, and enhanced senses of both
scale and unity result. It is possible to include quizzes into advertisements in newspapers, books, and the like and then post the
result on the website. Another method would be to create advertisements connected to the site through which a story unfolds.
Connection of these techniques to actual sales channels is also of the essence.
Example 3: Advertisements on Search Engine and Other Websites which Attract Large Numbers of Viewers
The impact of putting an advertisement on a search engine website now meets or exceeds that of newspaper advertisements and
so on. From the perspective of costs, it is certainly the case that such advertising is much cheaper than using other forms of
media. However, the Internet is used with a high sense of purpose, meaning that "image advertising" and other vague forms of
communication are not well-suited to Internet use. Instead, more clear-cut uses, such as the promotion of new products and
campaigns and the recruitment of people to attend various events, tends to produce better results. Being able to hone in to some
degree on a target is another advantage of advertising on search engine sites
Measuring the Impacts of Various Media

– Media-exposure should not occur concurrently across medial channels—stagger the timing of your media exposure in order to
accurately gauge which forms of media are attracting the most viewers.
– When a user accesses a website, his or her movement through the pages and the page from which he or she exits the website
should be confirmed, after which evaluation and reassessment should be conducted in light of your expectations and forecasts.
Even if users visit a website, in cases in which no other pages are visited or the user's motives for visiting are out of step with
the website, it is necessary to investigate the reasons for which desired users are not visiting the site.
– In cases in which user registration is conducted, comparisons should be made with store visits, attendance at events,
purchases, applications for promotional campaigns, and other such data, after which the degree of effectiveness should be
evaluated.
– By breaking down the timing and the media employed, trying various forms of content, and evaluating the results, you can
increase the degree of accuracy by which you measure the impacts of various media.
35
Chapter 4-2 Coordination with Other Forms of Media
4-2-2 Giving Exposure to Keywords and the URL

– It is important to give exposure to your URL and to keywords through which your company's website will be generated during
searches through every possible form of media, including business cards, stationery supplies, catalogues, flyers, posters,
television commercials, and promotional tools.
4-2-3 Coordination with Promotional Tools

– Effective promotional tools should be utilized to the fullest extent possible, such as by incorporating text introducing the website
onto promotional materials that are distributed in a campaign and so on.
36
Chapter 5
A Webmaster’s Tasks and
Responsibilities
INTERNET
WEBSITE
GUIDELINES
5-1 What is a Webmaster?

5-2 Evaluating a Website
37
Chapter 5-1 What is a Webmaster?
The Position of Webmaster

– The Webmaster (Web administrator) holds overall responsibility for the establishment and the operation of his or her company's
website, as well as for the websites established and operated by companies within that company's area of jurisdiction.
– The Webmaster must prepare the information to be released on the website, conduct checks prior to the launch of the website,
and develop the system through which the website's functions can be put to sufficient use. For that reason, the Webmaster
may allocate responsibility for information management, designing of pages on the website, and tasks related to the system,
technical matters, and so on to other individuals. The Webmaster retains responsibility for the management and oversight of
the individuals in charge of these matters.
– The Webmaster must be fully knowledgeable about the regulations delineated in these guidelines and take responsibility for the
execution of daily tasks related to the planning, operation, and administration of the website.
Tasks of the Webmaster

– The Webmaster must establish objectives and targets for the establishment of the website and enact appropriate and
reasonable measures to enable their attainment.
– The Webmaster must confirm that the websites he or she administers are in compliance with the Rules for Design and
Operation laid out in these guidelines.
– The Webmaster must promote effective publicity and information dissemination by making use of not only Internet-oriented
means of dissemination, such as registration with search engines and so on, but also publicity in other forms of media.
Responsibilities of the Webmaster

The Webmaster must take on the following responsibilities.
- Responsibilities regarding management of information

The Webmaster must pay constant care to whether the methods of information collection, the methods of use and
administration of collected information are lawful and conducted securely. Dealing with such social imperatives is the
responsibility of the Webmaster.
- Responsibilities regarding the updating of information

It is imperative that the Webmaster always have the newest information posted to the website. However, in trying to release
information beyond the Webmaster's capacity to respond, there arises the risk of disseminating inaccurate information or of
using inappropriate expressions. From that perspective, updates to content should be made to the extent where accuracy can
be maintained.
- Responsibilities regarding the design of the website

Beyond the responsibility of ensuring compliance with the regulations set out in these guidelines, including, for example, that
each page has been designed in keeping with the Rules for Design and Operation and that the posting of links and speed of
display are appropriate, the Webmaster also has the responsibility of ensuring the quality and quantity of information as seen
from the user's side.
- Responsibility for ensuring continuity upon changes in persons in charge

The job of the Webmaster includes a tremendous number of tasks requiring meticulous attention for the daily operation of the
site. When transferring tasks from one person in charge to the next, it is imperative for the transfer to take place quickly and
with full attention to detail so that operations do not become backlogged and customers are not inconvenienced. Also make
sure to perform the necessary changes and updates to registered domain information (owner, etc.). Furthermore, upon such a
change, you have an obligation to report to the WEB Group, Corporate Communication Division immediately.
38
Chapter 5-2 Evaluating a Website
While various indicators and methods exist for the evaluation of a website, there are no absolute means of evaluation. This
chapter covers the following three points as the basis for website evaluation:
– Provision of "solutions," i.e., the functions the website is intended to provide

– Usability, as seen from the user's perspective
– Superiority to other companies' websites in terms of evaluation in relative terms and support provided for the
business
While there are various topics to be addressed in terms of both breadth and depth regarding each of these points, this section
explores the fundamental points to the Yamaha Motor group's approach. The evaluation items and content of their actual
applicability will change in keeping with technology and trends, and, indeed, with the situation and the preferences of each
individual area. Each Webmaster should thus make his or her own decisions regarding specific items.
In addition, regular evaluations undertaken by consultants and rankings conducted by third-party organizations should also be
taken into consideration.
Provision of Solutions
Visitors to the website arrive with clear purposes and goals. It is of the utmost importance that those purposes and goals are
achieved. It is therefore necessary to ascertain what constitute the purposes and goals of visitors to the website. Even when
content which responds to visitors' purposes and goals is available on the website, it is also necessary to pay attention to whether
or not the content and means of displaying it are sufficient and up-to-date. Webmasters should aim for content which surpasses
customer expectations.
Guiding visitors to information you want to show or convey to them requires first and foremost visitor satisfaction, but creating
means to guide them is also easier when the purpose of the visit is known.
The following introduces concrete measures to be taken.
– Investigations based on assumed visitor scenarios

This involves reevaluating the website from the perspective of users with various attributes and situations. The Webmaster
should confirm the route to the website based on the visitation purposes of hypothetical users (especially through pages
displaying keywords from search engines), simulated travel through the website, the degree to which the objectives have been
met, and the final action taken.
Webmasters should keep in mind that changes in society, the media, IT infrastructure, and so on lead to shifts in purposes and
goals, meaning that Webmasters must conduct reevaluation of the website on an ongoing basis.
– It is important to conduct confirmation through questionnaire surveys and by using keywords input into
site-internal search functions. It is also necessary to determine through log analysis which pages can be viewed
only at the top-most layer and investigate the cause.
39
Chapter 5-2 Evaluating a Website
Usability
When users feel frustrated, such as when it takes time for a page to be displayed, when the content of the page displayed is
different from that which the user wants to view, or when the page that the user wants to view cannot be found, the impact is not
only that they do not visit the website again but also that feelings of distrust or dissatisfaction with the company are aroused.
The Webmaster must go beyond thinking about merely providing enhanced content and services. They should also consider what
constitutes the best strategies for expediting access to the content and services sought. To that end, websites are to be designed
in keeping with the five principles delineated below.
(1) Ease of Learning

How quickly users entering the website for the first time can navigate and perform the desired function
(2) Efficiency
How quickly experienced users can perform the desired function once they have learned how to do it
(3) Retention
How quickly and accurately users can recall operations learned during previous visits
(4) Mistake-proofing
How much the website lessens the occurrence of errors due to mistakes in usage and the degree to which easy recovery from
errors is possible
(5) Satisfaction
How much users enjoy the operations of the website and the experience of using it
Superiority to Other Companies' Websites

It can be taken as a given that when users acquire information on a corporate website, they are comparing it with information
from other corporations' websites, except in cases in which the information is particular to a certain company. This comparison
occurs regardless of the scale of the company, its history, or its brand strength. This section introduces an approach to examples
of product (merchandise) information that is most in demand by users on a corporate website.
– Within the increasing scope of influence that the website has as a means of collecting information because of the spread of the
Internet, it is necessary to appreciate the fact that products are evaluated based not only on the relative merits of the items
themselves but also on the relative quality of the information provided about them.
– That is, when the information appearing on a website is inferior to that appearing on the websites of competitors, the evaluation
of the product declines, and what is more, there is the possibility of that product not even being among the selections for
purchase.
– The quantity, quality, and means of displaying information must continually be compared with those of other companies and
differentiation must be made, with your company's products being in the position of superiority. It is essential to state clearly
what is of particular excellence and what is different about the product. Furthermore, it is important to explain the item's
development concept and how it displays the virtues of the Yamaha Motor group as well as the supporting technology in terms
that are easily understandable as beneficial to the visitor. In other words, it is critical that the customers see the values that
Yamaha Motor and its products deliver as beneficial.
– It is unrealistic to provide thorough content for all products at once. The shortest, most steadfast path to providing content
begins with your strategic products. Add points that are found to be lacking through comparison with other companies’ content,
and expand upon points that are already superior relative to those of other companies.
– In addition, when doing this, avoid posting expressions on the top page layer that include specialist terminology or
company-specific lingo, using instead expressions in general use. This is because the keywords which visitors use for searches
on search engine websites are the same for those of other companies that sell the same products. The Webmaster should give
particular attention to SEO measures such that your company is displayed above other companies when a search is conducted
under other terms than product names.
40
Chapter 6
Rules for Design and Operation
INTERNET
WEBSITE
GUIDELINES
6-1 Launching and Closing a Website

6-2 Basic Rules for Websites
6-3 Structures Facilitating Usability
6-4 Principles Governing Information Released on a
Website
6-5 Areas for Caution in Selecting Expressions
6-6 Technical Provisions
6-7 Handling of Links
41
Chapter 6-1 Launching and Closing a Website
6-1-1 Launch and Closing Notification

Launching
– Be sure to let the WEB Group, Corporate Communication Division, know in advance when you launch a new website.
– Refer to the Application for Creating a Website form at the back of these guidelines for items to be relayed.
– A security check must be done before putting a new site online. Please ask the WEB Group, Corporate Communication Division
to perform the security check.
Closing
– The Application for Closing a Website form located at the back of these guidelines must be submitted to the WEB Group,
Corporate Communication Division when closing down a website.
6-1-2 Domain Names

Acquiring and Using a Domain (URL) upon the Establishment of a Website
– Websites are established and operated by Yamaha Motor group companies and operating divisions, and currently some
misunderstandings and mistaken usage can be found in the domains (URLs) being used. The corporate website domain (URL)
serves a major role and signifies both the company name and the brand name; thus, maintaining appropriate use is critical. In
particular, Yamaha Motor is careful about the two points of (1) branding and (2) distinguishing between the Yamaha Corporation
and its Group companies. It is necessary for each division and each Group company that includes "Yamaha" in the company
name to have full adherence to the following points and to submit an application in advance of obtaining or using a domain
(URL).
– Failure to follow the policies outlined above will result in the closure of the site.
1. Domain Provisions
To inform website visitors that the website is operated by Yamaha Motor and the Yamaha Motor group companies, and to avoid
misidentification as websites operated by the Yamaha Corporation and companies affiliated with the Yamaha Corporation,
Yamaha Motor and other Group companies with "Yamaha" in the name are required to use a domain name which includes
"yamaha-motor". The use of "yamaha" alone in a domain name is prohibited.
Examples of mistaken usage:

www.yamaha.co.countryname
www.yamaha.com.countryname
www.yamahaXYZ.co.countryname
www.XYZyamaha.com.countryname
Exceptions:
When the domain name uses a combination of words that clearly indicates it is a business of our company, such as
"yamaha-marine".
2. Extent to which the yamaha-motor Domain Applies

The "yamaha-motor" domain may only be used by the Yamaha Motor office representing a whole country or region. Other Group
companies that contain "Yamaha" in their names must use a different domain name; however, the domain name must include
"yamaha-motor" (e.g., "yamaha-motor-XYZ.com").
Client companies of Yamaha Motor that use "yamaha-motor" or "yamaha" in the domain name run the risk of creating
misidentification among website visitors that the website is operated by Yamaha Motor, the Yamaha Motor group companies, the
Yamaha Corporation, or Yamaha Corporation Group companies. If such a domain name is currently in use, have the division
concerned request that such usage be stopped at once.
42
Chapter 6-1 Launching and Closing a Website
3. Acquisition of Domains other than yamaha-motor

When opening a microsite (e.g. marketing campaign websites, promotional websites, etc.) with a short URL, please conduct
appropriate website management (ensure that security is in place and that domains are registered/deregistered accordingly).
Also, always submit the “Application for Opening a Website” and “Application for Closing a Website” to the WEB Group, Corporate
Communication Division when opening or closing a microsite.
4. Administering a Domain
– Acquire and protect a domain only after deciding it is absolutely necessary for corporate or business activities.
– Because domains can be created from an essentially limitless number of letter string combinations, there is also no limit to the
number of potential domains to protect. Protecting domains costs money, so increasing the number of domains to protect with
a focus on reducing risk also leads to putting pressure on company management/profitability.
– In the case that a malicious third party owns one or more domains using “yamaha-motor” with the intent of selling it for profit,
etc., if there is no immediate plan to use the domain, do not acquire/protect it and leave it alone. Our basic stance is that third
parties with no connection to or involvement with Yamaha Motor will have no advantage in protecting the domain, i.e. costing
them money and leading them to eventually release the domain in the end.
*If you have problems in the acquisition and protection of a domain, please contact the WEB Group, Corporate Communication Division.
– The department or group company that acquired a domain must take responsibility for maintaining/protecting it. If released too
easily, there is the risk that the domain name will be re-used for a website with content meant for criminal purposes or to
violate public order.
– As a basic rule, hold the domain name for a year after closing a website as well. Also, be sure to spread the knowledge that the
site has been closed to the appropriate parties.
43
Chapter 6-2 Basic Rules for Websites
6-2-1 Rules of Page Design

– To indicate the source, be sure to post the logomark and the copyright.
– Place the Yamaha Slogan Logomark on the top landing page in a single location near the top of the page.
– For other/remaining pages, use either the Yamaha Slogan Logomark or the Yamaha Logomark. Unless there is some special
reason for not doing so, please use the Yamaha Slogan Logomark.
– Only one logomark is to be placed near the top of a page; at the left, right, or center as appropriate.
*In the case that clearly indicating the website belongs to a company of the Yamaha Motor group will cause a loss of or damage
to your business because you also do work for a rival manufacturer, etc., there is no need to use the Yamaha Logomark.
6-2-2 Minimum Required Content

Websites must include, in addition to product information and company information, the fundamental elements of web pages,
namely privacy policy, terms of use, recommended environment and contact information for inquiries (please refer to Yamaha
Motor Co., Ltd.'s Global Site).
6-2-3 VI Rules
Examples of Logomarks
Logomark of Yamaha Motor
Yamaha Logomark Yamaha Slogan Logomark
Logomark of Group companies

*Logomark that can be used by group companies that do not
have “Yamaha” in their company name
YAMAHA MOTOR GROUP
Color Regulations
Yamaha Logomark (Tuning Fork Mark and YAMAHA Logo): Yamaha Red (RGB R:255, G:000, B:000)
Brand Slogan (Yamaha Slogan Logomark): The Tuning Fork Mark and YAMAHA Logo are in Yamaha Red (RGB R:255, G:000,
B:000) while the Slogan Logo is in black (#000000) as a basic rule. However, if the background color is black or if the Yamaha
Slogan Logomark is to be used with photos, a white (#FFFFFF) Slogan Logo may be used.
44
Logomark Background Color

– The basic background colors for a header space where the logo is used is to be white (#FFFFFF) or black (#000000).
– When the logomark is used as a white cutout, the basic background color is to be Yamaha Red.
– No other images or patterns may be used in the white or black logomark background space (in the case of white cutouts, the
Yamaha Red logomark background space), nor in the empty space (isolation) around the logomark.
– It is acceptable to place the logomark within an image only on pages that express the "brand image" and are of particular
importance. However, there must be no problems with the visibility or isolation of the logomark itself.
Isolation of the Logomark

When the Yamaha Logomark or Yamaha Slogan Logomark are used, an empty space equivalent to at least half the diameter of
the Tuning Fork Mark must be maintained around the outside of the entire mark and logo and no other elements may be allowed
in that space.
Logomark Size
– The logomark must always be used in a size which is easy to see.
– The minimum size (height) of the letters in the Yamaha Logomark and Yamaha Slogan Logomark is 20 pixels.
Prohibition of Alterations to the Logomark

– As a rule, the Yamaha Logomark and Yamaha Slogan Logomark are to be used only in their unaltered, inanimate image form.
– The use of animation or dynamic changes to the shape of the Yamaha Logomark or Yamaha Slogan Logomark is prohibited.
– The Tuning Fork Mark cannot be used without a logo
45
Examples of Unacceptable Alterations
Unacceptable
Unacceptable
Unacceptable
6-2-4 Use of Photographs

When using photographs, photo quality should be high enough to be appropriate for a corporate website and easy to understand.
In addition, be careful about copyrights, portrait rights, and product liability.
* See also
2-4-1 Basic Philosophy Concerning Copyrights;
2-4-2 Dealing with Image Right and the Right to Restrict the Use of One's Own Name;
2-2-2 Steps that must be obeyed to provide appropriate information on websites
6-2-5 Other Expressions

Internationally-released Products and Local Products
Your website can be seen by users in countries other than your own. In particular, in cases in which more than one country uses
a given language, users may mistakenly believe that they can purchase products or receive services in their own country. For that
reason, each product must state clearly to which country the item or service applies.
When using still images of products not available in your country, be certain to avoid confusing the user (regarding purchasing
and the availability of services) and use the images only in ways which foster the brand image of the corporation.
Points regarding Sales and Events

The extent of applicability of the words "sale," "campaign," and "event" must be clearly indicated. Also, expressions which may
invite misunderstanding by users in other countries must be avoided, and care must be given to avoid tarnishing the corporate
image even through the use of local information.
46
Chapter 6-3 Structures Facilitating Usability
6-3-1 Presentation Styles with Enhanced Ease of Visibility

Easy-to-understand Layering
– On a website, the more documents that are involved, the more difficult it is to understand a layered website design.
– Unlike with paper-based sources of information such as printed materials, it is characteristically difficult to grasp the make-up
of the page and current placement.
– A simple layering order will allow users to understand exactly where in the website they are.
– Plainly displaying the level of the website where the user currently is becomes necessary to avoiding user confusion.
Consistency in Page Layouts

– In design-oriented websites, unique designs and layouts are often made for each page.
– Webmasters should show consideration for users, because websites created in such a way may make navigating them
confusing.
6-3-2 Reducing the Burden on the User

Keeping Comfort of Viewing in Mind
– To help minimize user stress, contents should be created in light of connection speed.
– When using rich content like Flash (Adobe Systems Inc.) movies that incorporate navigation functions within the movies, please
be sure to include a “skip” function.
– The basic format for photographs is to be JPEG. File size should be compressed as much as possible to the extent that it does
not hurt image quality.
– Simple icons and still images (dense items with fewer than 256 colors) are to be in GIF format.
– When displaying larger graphics, pages should be arranged such that thumbnail images indicating the next screen or
subsequent content appear first; clicking on the thumbnail should take the user to the enlarged version of the image.
– When sub-windows are open, leaving the page should cause the sub-windows to close.
– When allowing the downloading of files, be sure to display the download size, type of file, and applicable operating systems.
– Automatic pop-up displays often used in marketing and other areas are prohibited. Currently, pop-up blocking functions are a
standard feature of browsers, and corporate image may be tarnished simply by making use of automatic pop-up displays. As a
rule, pop-up displays which are not consciously selected by the user are prohibited.
– The size of lettering should be easy to read. Even when the size of the lettering is set through style sheets and the like because
of design reasons, be careful to make the size easy to read.
Consideration of Visually-challenged Users

The selection of similar colors or color tones can sometimes be found in website design. However, this often results in letters or
links being difficult to read or notice. Create a page which is easy to understand and easy to read, using lines drawn around
buttons and text with dissimilar color tones, without harming the page image. If there are links (buttons, text), which make use of
similar color tones it is necessary to have the colors change noticeably during mouse-overs.
Text Substitution
When looking at websites, some users loathe long download times and turn the graphics function off. Also, some
visually-challenged users use programs that convert text to voice and allow them to "listen" to the content of webpages. So,
include a text mode option.
47
Chapter 6-3 Structures Facilitating Usability
Removal of Expired Contents

For contents that have a date of expiration, such as events or campaigns conducted for only a limited time, it is necessary to
remove entirely or revise the content folder and all files related to it, instead of merely removing the link. If content remains in a
separate folder or elsewhere, expired content may be displayed through a search engine, resulting in the possibility of users
losing trust in the website and thus Yamaha Motor. With these types of time-limited content, it is necessary to create a schedule
that covers not just production and upload but also the removal of responsibilities.
Error-related Measures
Prepare pages to appear for HTTP 403- and 404-type errors. And, be sure to return users to the top page when they try to
access invalid links.
Handling a Database Server

When designing a website that uses a database drawn from the website, be sure that the database server is located behind a
firewall. Connecting a database server directly to the Internet is prohibited.
Accommodating Broadband Access Lines

With the spread of DSL and optical lines, contents appropriate for high-speed connection should be created.
Use of Plug-ins
– No particular restrictions exist regarding the use of plug-ins on the website.
– Just before displaying a page which requires plug-ins, the website must indicate the plug-in that is necessary as well as a link
to a website through which the user can download the plug-in.
– Consideration must be given to how to make information accessible to users who do not have the necessary plug-in.
Besides the above, be sure to refer to the “Yamaha Motor Accessibility Guidelines”* (separate).
*For Webmasters that cannot view the Yamaha Motor intranet, please contact the WEB Group, Corporate Communication Division at Yamaha Motor Co., Ltd. for
information.
6-3-3 Conducting Preliminary Testing

Preliminary testing must be conducted on test server under the production environment and confirming that all contents display,
load and link properly. Such testing should be conducted on different types and versions of browsers (IE , Firefox, etc...) for which
proper operation is assured as well as each operating system (Windows and Macintosh) and various versions.
48
Principles Governing Information Released
Chapter 6-4 on a Website
6-4-1 Language
In principle, the language of the country served should be used.
6-4-2 Limits on Information to Be Posted on the Website

Product information
Concerning product information such as specifications and feature facts, you must not use information other than that approved
by YMC as communication data (communication platforms).
Displaying Prices
It is imperative that caution be applied regarding the display of prices, in consideration of the impact on other locations. In
addition, price displays should be in the currency of the country served.
Sales Information
– Internet-based sales are to be made possible after as the issues of account settlement, security, commercial distribution of
products, and so on are fully resolved.
– Internet-based sales undertaken lightly, under conditions in which the issues raised above are not fully resolved, invite
dissatisfaction and concern from users and may result in negative impacts on the brand image in the future.
– Consequently, Internet-based sales may not be undertaken under incomplete conditions.
Prohibition on Posting of Investor Relations Information

– Investor relations (IR) information may only be posted on the Yamaha Motor Co., Ltd. website. Group companies may not reprint
such information.
– Group companies should include links to the IR information posted on the website of Yamaha Motor Co., Ltd.
6-4-3 Timing of Updates

Product information
Product information is to be posted shortly after the announcement in the country served.
Events and Campaigns

Information on events and campaigns is to be removed immediately after the event or campaign ends. In addition, the website
must indicate that the event or campaign is over.
Race Information
Make every effort to post race information in real time or as soon as possible.
49
Chapter 6-5 Areas for Caution in Selecting Expressions
6-5-1 General Principles regarding the Creation and Posting of

Information
Applicability of Global Principles and Rules
– Websites must comply with the management principles and strategies of the Yamaha Motor group in its entirety.
– Websites must comply with the “VI Manual”* and other internal rules that apply to the Group in its entirety, as well as with
these guidelines.
*For Webmasters that cannot view the Yamaha Motor intranet, please contact the Communication Design Group, Corporate Design Division at Yamaha Motor Co., Ltd. for
information.
Applicability of International Rules

Websites are to uphold international treaties and standards as well as areas of social responsibility appropriate to the company's
identity as a global corporation.
Abiding by Local Rules

– Websites are to comply with the domestic laws of the country served.
– Websites must give proper consideration to the social customs and religious views of the country and local regions served.
6-5-2 Examples of Expressions Requiring Caution

Expressions Creating Risk in Other Countries or Areas Prohibited
– Keeping in mind the fact that communication via a website knows no national borders, information to be posted on the website
is to be checked to avoid any problems like offending users in other countries.
– Websites must not ridicule social aspects, lifestyle, customs, cultural customs, historical or religious views, or religious
teachings of other countries, nor use derisive expressions.
Expressions and Techniques for Avoiding Negative Impact to Group Companies

Overseas
Even if there are no problems from the perspective of social values or religious concerns, where the potential exists for
misunderstandings with regard to the management or sales strategies of the Yamaha Motor group, the situation should be
addressed as follows.
– State explicitly at the bottom of every page the source of the information being posted (basically, Indicate company name and,
in cases in which the company name does not clearly indicate the country served, also indicate the relevant country).
– Information concerning products, services, and campaigns must state explicitly to the scope of the information’s applicability
(that is, what country or area the information is relevant to). In particular, it is imperative to indicate clearly the target audience
in cases of microsites and product releases written in languages used by multiple countries.
– Please do not post information relevant to campaigns which are extreme in some way (such as in offering special sales prices)
to the website.
– In some cases, information may be disseminated only through targeted e-mail, making use of collected user data. When
sending such cases, it is necessary to confirm the user data to ensure that such e-mails are not sent to persons outside the
targeted area.
50
Chapter 6-5 Areas for Caution in Selecting Expressions
Expressions which Are Difficult to Understand

Websites should use easy expressions which can be understood by any user who accesses it. Exercise caution so as to avoid
industry-specific terms, company-specific lingo, and the like. Failure to use simple expressions in general use may increase the
chance of the website not turning up on search engines.
Examples of Expressions to be Avoided:

Abbreviating "motorcycle" as "MC"
Abbreviating "marine jet" as "MJ"
Expressions that Can Be Misunderstood

Websites should avoid using expressions that can be interpreted in several ways or expressions that are ambiguous in terms of
period of validity or the persons to whom the information applies.
Discriminatory Expressions
Websites may not use expressions that may be discriminatory or make distinctions based on sex, physical disability, personal
attributes, occupation, philosophy, religion, race, or nationality.
Expressions Suggesting Superiority

Expressions implying superiority, such as "top," "first," and "unique," must be based on objective facts.
Prohibition of Comparative Advertising and Publicity

The use of advertisement techniques which evaluate a product by comparing it favorably against competitor's product or by
generally-accepted evaluations is prohibited.
While such methods are not illegal, comparative advertising and publicity are not allowed under Yamaha Motor group policy.
Aggressive or Offensive Expressions

Websites may not use expressions which are aggressive or offensive to particular individuals, groups, or organizations.
References to the Emperor or the Imperial Family of Japan, or Other Royalty

Websites may not use references to royalty of any country, including the emperor or the imperial family of Japan.
Expressions which Are Inappropriate under Generally-Accepted Social Norms

There is great diversity in countries' laws, national characteristics, and religions, as well as in the beliefs, artistic sense, and
sensitivities of individuals.
The Yamaha Motor group strictly prohibits the use of content related to the naked or sexually-suggestive female form, including
images, wording, etc.
51
Chapter 6-6 Technical Provisions
6-6-1 Browsers checked

Please try to accommodate the circumstances of each country. In Japan (as of June 2011), that requires accommodations as
follows.
– Supporting Internet Explorer 8.0 and higher.
– Please confirm proper display on Firefox browser.
– Functions that rely on a specific browser are not to be used.
6-6-2 Page Composition

– Do not use frames.
52
Chapter 6-7 Handling of Links
6-7-1 Promotion of Links among Group Companies

– As a rule, Yamaha Motor Co., Ltd. recognizes consolidated companies (YMC ownership of 51% or more) and affiliated
companies (YMC ownership of 20 to 50%) as members of the Yamaha Motor group and actively promotes links with these
companies' websites. However, linking to websites which are not in compliance with these guidelines is not permitted.
– Dynamic linking between group websites which are unified in their compliance with the rules laid out in these guidelines
promotes the expansion of information flow of the Yamaha Motor group as a whole.
– Linking between group companies is done on the Global Links webpage, maintained by Yamaha Motor Co., Ltd.
6-7-2 Links for co-sponsorships

– As a rule, requests for links from public agencies and industry associations and co-sponsors for events and races, etc., will be
accepted.
6-7-3 Areas for Caution in Creating Links

< When Linking a Yamaha Motor Website to an External Website >
– Sufficient caution must be exercised when linking your website to an external website with regard to the content of the external
website. Please confirm that there will be no negative impacts to your own website due to the other company’s advertising or
items which run astray of public civility and morals.
– When creating a link, ensure that the link opens up in a separate browser window or tab in order to indicate clearly that it is an
outside website and not a Yamaha Motor website.
< When an External Website Links to the Yamaha Motor Co., Ltd. Website >
– When other websites want to link to your website, you should judge the situation on a case-by-case basis.
– However, a link is permissible only after the content of the website has been checked using a web analysis tool to sufficiently
ensure that its content does not run afoul of public civility or morals and that it is full aligned with the image and corporate
concept of the Yamaha Motor Group.
– If, on the off chance, a link from an external site has been deemed inappropriate, immediately notify them of its
inappropriateness and delete the link.
The Yamaha Motor website reads as follows:
As a basic rule, links may freely be made to our websites. However, be informed that websites deemed to be unsuitable for
linkage to our websites due to reasons such as offensive contents from the standpoint of public civility and morals, regardless of
whether they be commercial or non-profit, will not be permitted to link to our websites, and we reserve the right to demand
removal of links determined to be unsuitable. Moreover, when linking to our websites, the use of frames that make the contents
of our page appear to be part of the website from which the link is made, or any similar practices that lead to confusion
concerning the origin of the contents, will not be accepted. Please be sure to design links formatted so that the user is transferred
completely to the page within our website or a new browser page is opened to display our website’s page.
53
Chapter 7
Using Social Media
INTERNET
WEBSITE
GUIDELINES
7-1 Introduction
7-2 Objectives and Strategy
7-3 Operation set-up
7-4 Things to keep in mind about use (policy)
7-5 Dealing with trouble as it arises
54
Chapter 7-1 Introduction
7-1-1 How Yamaha Motor group defines “social media”

Social media is a collective term applied to online communication tools which have a function of changing the “one way flow of
messages” from a single information sender to “an interactive, multifaceted conversation” with multiple participants.
Typical examples of social media

– Blogs
– Microblogs (Twitter)
– Social networking services (Facebook, Mixi, etc.)
– Photo and video sharing services (Flickr, YouTube, etc.)
– Video streaming services (Ustream, etc.)
7-1-2 How the Yamaha Motor group approaches “social media”

The companies of the Yamaha Motor group attach great importance to participation in the proactive communication fostered by
social media. This dialogue that keeps business and consumers on even terms not only provides us with valuable hints and
suggestions for improving our products and service, it also presents precious opportunities for communication that builds lasting
trust with our customers and can even lead to social contributions.
7-1-3 The necessity for guidelines

– Now that personal means of communication and dissemination such as blogs or services like Twitter or YouTube have become
such a great influence, how businesses can make effective use of them is an important issue.
– After all, this is not a matter of simply posting product or company information on a website. Social media involves a whole host
of Internet users in an interactive, multifaceted conversation. It is difficult for the person in charge of operation to manage or
control that conversation with his/her personal agendas or individual resources.
– Failures to direct the conversation may not only mean failures to accomplish your original goals of the customer interaction—it
could lead to more serious scenarios, like heavy hits to company reputation.
– Participating in social media in the business context is going to require following guidelines. These guidelines must insist that
the information communicated via social media does not depend entirely upon the notions of individual operators, but rather it
must be managed and controlled by commonly shared ideas and a shared sense of direction.
7-1-4 Applicable standards, “The Code of Ethics” and “Internet

Website Guidelines”
– Employee use of social media, like every Yamaha Motor group employee activity, is governed by The Code of Ethics.
– Please read these guidelines as a supplement to the Code and recognize your responsibility as a Yamaha Motor group
employee.
– Whenever you are in the slightest doubt of the propriety of a behavior, please refer back to the Code.
– Even if you are responsible solely for social media, take the time to look through all of the guidelines so that you may come to
understand corporate online communication and be able to perform within their specifications.
55
Chapter 7-2 Objectives and Strategy
7-2-1 Setting clear and definitive objectives

– Whenever dealing with business communication, it is necessary to set goals in line with business activities and policies.
– Using social media is not simply a matter of it being “cool” or “the thing to do.”
– Clear, definitive goals and objectives must be set, along with measurements and indicators to determine if and when those
goals and objectives are being met.
7-2-2 “Profit” is also a two-way street

– It is important that social media, as a tool that allows interactive communication between business and individuals, convey
some sort of mutual “profit” between them.
– What is meant here by “profit” is not limited to tangibles, like receiving a gift, but includes intangible gains like the trust and
satisfaction an individual feels having interacted with the business.
– The key distinction of businesses using social media for communication is the reciprocity between businesses and individuals in
position and approach. Unlike the one-way transmission and dissemination of information typified by old media, it is vital for
businesses today to build relationships on a two-way back and forth of information between equals, which ultimately will result
in greater loyalty to the brand.
7-2-3 Things to keep in mind concerning replies and follow-up

– Lively communication requires replies and follow-up, which in turn require time. Before any department commits to opening an
account, please discuss internally whether its continuous upkeep is possible or whether it will prove too big a burden on other
affairs.
56
Chapter 7-3 Operation set-up
7-3-1 Obtaining accounts

– Account names should take the form “yamahamotor + [country name]” or instead of “motor” use “yamaha[industry domain
(industry name or product name)]”.
– If you wish to use another account instead, be sure to check first with the WEB Group, Corporate Communication Division.
7-3-2 Clearly defining who is responsible

– The person responsible for social media communication must be clearly defined.
– Putting one person in charge of its strategy, another in charge of its operation is not necessarily wrong, however, someone
must be ultimately responsible for the entirety of its operation and that someone must be clearly defined.
7-3-3 The architecture of information disclosure

– All Japanese domestic disclosures of information via social media must be subjected to the processes in place for information
disclosure which accord with each company's rules and procedures. Group companies abroad should follow the “Information
Management Group Guidelines”* published by Yamaha Motor Co., Ltd.
information.
7-3-4 Creating a system of cooperation

– With the cooperation of all departments, a system can be created for addressing all types of questions from social media users
quickly and accurately. High-quality responses come from collaborative efforts between different departments – PR and
advertising, marketing, development – not from the knowledge and experience of the sole individual in charge.
7-3-5 Measuring results

– It is important to establish hard data indices (visual and numerical) that measure the results of communication.
– Indices and techniques for measurement should be decided upon in advance.
– The results of the measurements should be analyzed and improved upon.
Index Examples
– Amount of traffic directed to the company website
– Number of registrations for promotions or email newsletters
– Number of attendees at company events or outlets
– Number of social media users (fans, followers, registrants, etc.)
– Number of responses posted by users to company postings
57
Chapter 7-3 Operation set-up
7-3-6 Establish Customer Support Service

– Also desired is the establishment of a “Customer Relations Service” as part of the implementation of social media.
– The person in charge of customer support should be constantly monitoring the content of company posts to social media, the
response to those posts and posts by other users, and swiftly respond to any troubles when they may arise.
7-3-7 Clear self-identification and disclaimers

– All social media accounts must provide clear self-identification and disclaimers.
– When considering exactly which items to record or disclaim, take into account the special characteristics of that particular
media.
– If character limits prevent the full posting of the items below, numbers 1 to 3 must be clearly indicated:
1. That this is an official account of a Yamaha Motor group company.

2. The URL of the official website.
3. Where to direct inquiries concerning products, parts or service (if establishing a customer support service is possible).
4. That the comments, images and videos submitted to the social media by its users reflect the points of view of its users and in
no way represent the opinions of the Yamaha Motor group company.
5. That the Yamaha Motor group company desires civility among social media users.
6. That the Yamaha Motor group company cannot respond to each and every user comment submitted through social media.
7. That the Yamaha Motor group company maintains the right to delete inappropriate user submissions to social media.
8. That the comments, images and videos submitted to the social media by its users may be subject to copyright or belong to a
third party and that Yamaha Motor assumes no responsibility in any way for the person submitting them.
9. Responsibility for all rights of the persons portrayed in images and videos taken by and submitted to the social media by its
users rest entirely in the person submitting them.
58
Chapter 7-4 Things to keep in mind about use (policy)
7-4-1 Frequency of updates

– Social media are generally updated quite frequently. There is no set standard, however. Update frequency will largely depend
on the particular media, its degree of prevalence, and the number of users (fans, followers, registered users, etc.) it has
attracted.
– Please determine the appropriate frequency of update based on the goals and content of the communication and user
response.
7-4-2 On answering questions

– Respond to user questions, suggestions and complaints in a manner that is swift and avoids hypothetical risks.
– Allowing long lapses without response poorly reflects on the person in charge and the company as a whole. We must avoid
situations that compromise customer trust.
– Depending on the content of the query, there will be some questions that cannot be answered. It is important that you clearly
state that fact.
– A valid means of avoiding those kinds of situations is to provide a disclaimer to the effect that “we cannot respond to each and
every question.”
7-4-3 Protecting private information

– Please strive to prevent the careless dissemination of the personal information (names, addresses, places of employment or
other specific information tied to an individual) of Yamaha Motor group company employees, its related staff, or its customers.
– Likewise, when posting photographs of events, post only the images of those who understood at the time it was taken that the
photograph would be made public via social media.
* See also 3-3 “Protection of Personal Information”
7-4-4 Do not restrict your judgment to local laws, rules or manners

– Keep in mind that the Internet is a place without borders. You should carefully scrutinize the information to be published to
ensure that it does not break other countries' laws or offend users browsing in those countries.
– To lower the risk of complaints from users of social media in other countries, be sure to clearly specify for which area or
country the information is intended.
7-4-5 No posts concerning politics, religion or race

– Do not post, comment or communicate anything related to politics, religion or race. Under no circumstances should you ridicule
or desecrate another country’s society, lifestyle, culture, customs, history, religious views or teachings.
59
7-4-6 Protecting copyrights

– The unauthorized use of any copyrighted works like writings, photographs, images or music constitutes infringement and will
not be tolerated.
– Republishing a resource from the Internet as is may be a violation of the Copyright Act.
– Posting a partially deleted, edited or otherwise altered work is likewise prohibited.
– The only materials allowed for use are ones that are purchased outright or licensed for use as such, even if the photographic
materials are copyright free.
* See also 2-4 “Protection of Copyrights”
7-4-7 Attributing works or photographs

Whenever posting to a Yamaha Motor social media account, you should keep the following in mind.
Posting images or videos

– Do not republish an image or video posted to another site on your own site without permission.
– Even if taken at our company, the right to use a likeness photographed resides in the subject or owner of the subject portrayed.
You must obtain their permission before publishing such an image.
* This applies to individuals as well as the property they own (personal effects, buildings, scenery, etc.).
* Special permission may also be required to depict places like military installations, religious establishments or historical
structures. Use due care.
Texts and writings

– Fundamentally, citations are a minimum requirement.
– When citing someone else’s work, from those well-known down to an individual blog, indicate so by placing the sentence or
sentences being used in quotation marks (“”), and without fail, attribute the quote to its author, the title of the source and its
URL.
– If propriety is ever in doubt, please consult with the leader of the group using the social media or the legal department.
7-4-8 Being courteous and respectful to others

– As in face-to-face communication, we must take care to be courteous to and respectful of others.
7-4-9 Always stay calm

– Do not respond to excessively rude posts in kind.
– Do not respond in the heat of the moment or in any way from a personal standpoint. Remember that whatever you say or do
will be considered by other people as representing the Yamaha Motor group. Handle the discussion with calm composure.
– If, at the time, you are unsure of how to interpret a situation, be sure to consult with a leader of the operating group or
department legally responsible.
60
7-4-10 Do not lie or misrepresent

– Do not post on any matter outside of your personal expertise or field.
– Because social media involves multifaceted conversations, avoid answering questions to which you do not know the answer just
because you feel like you must. Content thus conveyed may be mistaken or ambiguous.
7-4-11 Maintain a neutral position

– Strive to always maintain a neutral position. Do not take sides.
– Whenever you do post an opinion, state that it is merely a response to the “opinion” of a commenter and not in any way a
denial of that commenter personally.
7-4-12 Do not broach confidential information

– It goes without saying that information concerning products yet to be announced or currently under development is confidential.
Confidentiality also extends to information concerning the number of employees in a particular department, the layout of the
offices and matters of security.
– Also considered “confidential information” is information only known internally, information which, if made public, would lead to
company losses or damage, and information that could, in certain cases, invite criminal activity.
– To be especially avoided is stating opinions concerning ongoing business disputes.
7-4-13 Do not comment on other businesses

– Limit discussions to our company’s products, services, events and activities. Do not discuss other businesses’ products,
services, customers or employees.
– If a user posts comments of this sort, clearly indicate to them that a Yamaha Motor account is not the proper forum for such a
discussion and discontinue the communication.
7-4-14 Do not make unsubstantiated statements

– Express only those views publicly announced through the public relations department.
– Always check the information that our company releases and all reports. Guard against careless expression.
– If ever in doubt, consult with the department in charge, such as the public relations department.
7-4-15 Do not use insider jargon

– When using social media, avoid special insider jargon like technical terminology or industry-specific terms.
61
7-4-16 External links

– Every time you post a link to a site other than a Yamaha Motor group website, be sure to confirm the article and the relevance
of its content of that site.
* See also 6-7 “Handling of Links”
7-4-17 Treatment of affiliate programs

– Using the Yamaha Motor group company’s social media communication to develop affiliate programs is prohibited.
7-4-18 Use care making sales through social media

– Whenever conducting sales, procurement or other business transactions over the Internet, clearly specify the intended market
and strive to avoid breaking any fair competition or consumer protection laws enforced in that market's country. The same
applies to running campaigns like sales promotions.
62
Chapter 7-5 Dealing with trouble as it arises
Q: How should extreme dissenting opinions or attacks be dealt with?

Do not panic, remain calm. Do not respond in kind.
Review the history of the conversation to determine (what you think) is the cause of the person’s contentiousness. If it was caused
by some error or miscommunication, use its correction as a way to mend the relationship.
In most situations, a calm, sincere approach will diffuse the other person’s fury. Try to reach consensus using a measured
exchange. Apologizing in haste is not a good idea. If, in fact, we are found to be at fault, then we will apologize. Until then,
apologizing just to calm things down or temporarily diffuse the situation may create unintended consequences that place us at a
disadvantage and close the door to proper resolution.
If you do not know how to handle the situation and you have come to the conclusion that there is nothing that you can do
personally, consult straightaway with an operating partner or leader before responding.
Q: How should the posting of mistaken content be dealt with?

Swiftly correct the mistaken content and issue a correction.
Never attempt to surreptitiously correct past statements. Everyone makes mistakes. What is critical is faithfully reporting the
mistake and issuing a correction in the early stages. In communications over the Internet, as with all other communication, the
most important thing is striving for honesty and earnestness.
Q: How should we deal with those who doggedly ask questions and are never satisfied
with an answer?
All you are asked to do is offer Yamaha Motor’s sincere and logical explanation. Nothing is required beyond that. Valid measures
that may be taken beforehand include incorporating into disclaimers or conditions of use methods of dealing such situations, like
the right to block or delete statements.
Q: What to do when a situation becomes volatile?

If a situation becomes volatile do what you can to contain the damage.
Your only means of minimizing the damage is to be always prepared by integrating all of the recommendations in this guide, just
in case.
Learn what you can from past precedent. Plenty of resources on websites and in publications provide information describing past
examples of marketing efforts. Make use of them.
63
To: WEB Group, Corporate Communication Division, Yamaha Motor Co., Ltd.
Fax no.: +81-538-37-4250 E-mail: webmaster@yamaha-motor.co.jp
Application for Creating a Website

Have you read the guidelines regarding opening a website?
Submit this application after thoroughly reading and understanding the contents regarding website creation. Date: / /
Name of
company:
Person in charge Name:

of website
(Webmaster):
Division or department (group):
Contact:
E-mail:
Director/Manager
responsible:
Planned launch
date:
Top page URL:

http://
Purpose and
overview of
website
(estimated total
number of pages,
update frequency,
main users, etc.):
Acquiring personal information (Yes/No):
Names Age/birthdate Sex

Addresses Telephone numbers E-mail addresses
Credit card information Workplace information
<Application Flow>
Once the WEB Group, Corporate Communication Division at Yamaha Motor Co., Ltd. has accepted your application, the Process & IT
Division will proceed with examining and checking the security of your website prior to its launch. Depending on the examination and
checks, further information regarding your website may be requested.
Additionally, when closing your website, please submit the Application for Closing a Website and notify the member of the WEB Group,
Corporate Communication Division in charge of your website.
To: WEB Group, Corporate Communication Division, Yamaha Motor Co., Ltd.
Fax no.: +81-538-37-4250 E-mail: webmaster@yamaha-motor.co.jp
Application for Closing a Website
Date: / /
Name of
company:
Person in charge Name:

of website
(Webmaster):
Division or department (group):
Contact:
E-mail:
Director/Manager
responsible:
Planned launch
date:
Top page URL:

http://
Purpose and
overview of
website (estimated
total number of
pages, update
frequency, main
users, etc.):
Reason for closure:
Handling personal information (Yes/No):
Names Age/birthdate Sex

Addresses Telephone numbers E-mail addresses
Credit card information Workplace information
<Disposal of personal information>

Along with the closing of your website, personal information must be disposed of as written in Section 3-3-10 (Disposal). If storage of this
information following the closure of your website is necessary for any reason, please contact the member of the WEB Group, Corporate
Communication Division in charge of your website.
Self-check Sheet
Date checked: Checker (1): Checker (2):
Company Name:
URL:
You do not need to complete this check sheet if your group company controls no websites open to the public.*
In this case, please check the box on the right and return it to the WEB Group at YMC.
*Membership-only websites requiring an ID and password, and B2B websites for dealers, etc., are exempt from the checks.
The webmaster and related staff (for multiple viewpoints) should perform this check on a regular basis (at least once a year) to make sure
there are no inadequacies in your company's website, such as compliance, rights, VI, etc. Please check the box on the right to confirm the
instructions have been complied with.
Approach and Responsibility toward Safety Checked
The site contains no information that contradicts the content of Product/Owner Manuals and obeys all laws and regulations of the
corresponding country in an appropriate manner.
It is also in line with the content of the Yamaha Motor Advertising Production Guidelines.
*Always check and compare content with Product/Owner Manuals and the Yamaha Motor Advertising Production Guidelines.
Copyrights and Image Rights Checked
Is the site using photos or videos of racers, actors, TV personalities, etc. with contracts that are close to ending or have ended?
Is the site using text or images copied from a third-party site without permission? Is the site using any content copied from any other
site other than your own (regardless of whether it is from within the Yamaha Motor group or not) without permission?
VI Checked
The new Yamaha Slogan Logomark is on the top landing page. The remaining/other pages use either the Yamaha Slogan Logomark or
the Yamaha Logomark.
The Yamaha Slogan Logomark or Yamaha Logomark is limited to a single location near the top of the page.
The Yamaha Slogan Logomark and/or Yamaha Logomark are used in accordance with regulations. The length/height ratio has not
been altered and the placement (positions) of the logo elements has not been changed.
The Tuning Fork Mark is always placed with the YAMAHA Logo (as regulations require).
The color of the Yamaha Logomark is "Yamaha Red" (RGB R:255, G:000, B:000) as required by regulations.
The minimum size of the letters in the YAMAHA Logo is 20 pixels (about 5-6 mm) as required by regulations.
The background of the logomark satsifies the regulations listed in in Chapter 6-2.
There is empty space (isolation) surrounding the Yamaha Slogan Logomark and Yamaha Logomark as required by regulations.
The Yamaha Slogan Logomark and Yamaha Logomark are displayed inanimate with no use of animation or dynamic changes to their
shape.
Other Checked
Copyrighted material is clearly marked (where applicable).
Privacy Policy is clearly described (where applicable).
The webmaster and related staff know all the websites that contain user personal information and how the information on these
websites is managed.
If there are websites referred to in the above item, they are SSL encrypted (URL begins with https) and prior notification has been sent
to YMC. If YMC has not yet been notified of websites that contain personal information, please send notification immediately,
indicating the URL(s) below.
<URL> Checked
Are there any images or videos using products that are not marketed in your country? If so, are they in a manner that will not lead to
user misunderstandings about the possibility of purchasing or servicing these products?
Pages for sales, campaigns and events all clearly show desired participants and time frame.

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1-2 Purpose in Formulating Guidelines

1-3 Treatment of the Guidelines

1-4 Regarding the Revised Version............................................ 10

Chapter 2 Corporate Activities and Compliance

2-2 Approach and Responsibility toward Safety

2-3 Compliance with Laws and Regulations on

2-4 Protection of Copyrights

3-2 Security Trade Control Compliance

3-3 Protection of Personal Information

3-4 Ensuring Security

Chapter 4 Using the Website

4-2 Coordination with Other Forms of Media

Chapter 6 Rules for Design and Operation

6-2 Basic Rules for Websites

6-3 Structures Facilitating Usability

6-4 Principles Governing Information Released on a Website

6-5 Areas for Caution in Selecting Expressions

6-6 Technical Provisions

6-7 Handling of Links

7-2 Objectives and Strategy

7-3 Operation set-up

7-4 Things to keep in mind about use (policy)

7-5 Dealing with trouble as it arises........................................ 63

Application for Creating a Website (form)

Application for Closing a Website (form)

1-1 Vision: The Website Yamaha Motor Aims to Create

1-1 Vision: The Website Yamaha Motor Aims to Create

A website that realizes the corporate mission of creating Kando

Taking Advantage of the YMC Global Website

Main roles of the YMC Global Website:

Main roles of the group company websites:

The URL for linking to the YMC Global Website

1-2-1 Effective Operational Management

1-2-2 Philosophies and Approaches to Sharing

1-2-3 Establishing Targets to be Achieved

Examples of Visualization and of Numerical Conversion

1-2-4 Eliminating Customer Frustration

1-3-1 The Principle of Compliance with the Guidelines

1-3-2 Applicability of the Guidelines

1-3-3 Areas for Caution in Handling these Guidelines

1-4 Regarding the Revised Version

2-1 Corporate Social Responsibility (CSR)

2-1-1 Yamaha Motor group's Basic Philosophy

2-1-2 The Responsibilities and Obligations of Webmasters in Terms of

2-2-1 What is the Approach and Responsibility toward Safety?

2-2-2 Steps That Must Be Obeyed to Provide Appropriate Information

Inappropriate statements or expressions

Specific examples of notation, images and video that should be noted

2-3-1 Principles of Compliance with International and Domestic Laws

2-3-2 Points Particular to Websites

2-3-3 Industrial Property Rights

Patents on Business Models

2-4-1 Basic Philosophy Concerning Copyrights

The Generation of Copyrights and Frameworks for their Protection

International Conventions Concerning Copyrights

Berne Convention and Universal Copyright Convention

World Trade Organization (WTO)

Copyrights of the Yamaha Motor Group

Copyrights of Third Parties

Cases in which your Company Causes Copyright Infringement

Cases in which your Company Suffers Copyright Infringement

Refer to "Chapter 3-3: Protection of Personal Information" for further information.

3-1 Information Disclosure