Custom validator that avoids saving duplicate / similar values on a database with custom forms

[mostwanted]

I have a custom form that allows users to save information on what they are selling but the problem is that at times customers save similar items names and during a search by buyers the buyer gets a duplicate name results, what i want is to disable registering clients from saving the same item names, if the name they want to save is already in the database they should get a message that says, "that name is already used, please choose a different name for your items" , what would a custom validator that does this look like? Below is my APP code.

MODEL

db.define_table('black_market2',
                Field('regCode', requires=IS_NOT_EMPTY()),
                Field('fullNames', requires=IS_NOT_EMPTY()),
                Field('id_number', 'integer', requires=IS_NOT_EMPTY()),
                Field('contactNumber', requires=IS_NOT_EMPTY()),
                #Field('place', 'reference locations'),
                Field('geographical_place', requires=IS_NOT_EMPTY()),
                Field('located_at', requires=IS_NOT_EMPTY()),
                Field('product', requires=IS_NOT_EMPTY()),
                Field('model', requires=IS_NOT_EMPTY()),
                Field('productionYear', requires=IS_NOT_EMPTY()),
                Field('productSerialNumber', requires=IS_NOT_EMPTY()),
                Field('offerPrice', requires=IS_NOT_EMPTY()),
                format='%(product)s')

VIEW

        <div id="itemDetails">
  <input type="text" name="fullNames" class="field" id="fullName" placeholder="Full Names"/><br />
    <div class="target" id="target"></div>

    <input type="text" name="id_number" class="field" id="id_number" placeholder="ID Number"/><br />
    <div class="target" id="target"></div>

    <input type="text" name="contactNumber" class="field" id="contactNumber" placeholder="Contact Number"/><br />
    <div class="target" id="target"></div>
           
   <input type="text" name="geographical_place" class="field" id="geographical_place" placeholder="Geographical Place"/><br />
    <div class="target" id="target"></div>

    <input type="text" name="located_at" class="field" id="located_at" placeholder="Location"/><br />
    <div class="target" id="target"></div>

   <input type="text" name="product" class="field" id="product" placeholder="What is your product?"/><br />
    <div class="target" id="target"></div>

  <input type="text" name="model" class="field" id="model" placeholder="What is the Model?"/><br />
    <div class="target" id="target"></div>

 <input type="text" name="productionYear" class="field" id="productionYear" placeholder="Production Year?"/><br />
    <div class="target" id="target"></div>

 <input type="text" name="productSerialNumber" class="field" id="productSerialNumber" placeholder="Product Serial Number"/><br />
    <div class="target" id="target"></div>

 <input type="text" name="offerPrice" class="field" class="field" id="offerPrice" placeholder="Offer Price in Pulas"/><br />
    <div class="target" id="target"></div>
            <hr />
  <input type="submit"  class="btn btn-default" value="Register"/>
  <input type="reset" class="btn btn-default" value="Cancel"/>
                    </div>
            </div>
    <br />



        </div>
</form>

<script>
jQuery('#myform').submit(function() {
  ajax('{{=URL('blackMarket')}}', '[name=regCode], [name=fullNames],[name=id_number], [name=contactNumber],[name=geographical_place], [name=located_at], [name=product], [name=model],[name=productionYear], [name=productSerialNumber], [name=offerPrice]', 'target, target, target, target, target, target, target, target, target, target, target');
  return false;
});
</script>

CONTROLLER

def blackMarket():
    form = SQLFORM(db.black_market2)
    if form.accepts(request, formname=None):
        return DIV("Message posted",_class="target", _style="color: white; border: solid 1px green; width: 160px; background-color: green; font-weight: bold; padding: 3px; border-radius:5px;")

[Lovedie JC]

IS_NOT_IN_DB() 

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[mostwanted]

I wanna use a custom validator with a more relevant message, the message with IS_NOT_IN_DB() reads "Value already in database or empty", how can i change the message to what i want it to be?

Mostwanted

IS_NOT_IN_DB() 

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[Leonel Câmara]

Valitadors have an error_message __init__ argument. So you can just do IS_IN_DB(..., error_message=T('that name is already used, please choose a different name for your items'))

[mostwanted]

Nice one, Thanks alot