Nintendo refused to advertise on a Japanese TV channel because of a sex scandal

Fuji Television Network, a major Japanese broadcaster, has ceased airing Nintendo advertisements following a sexual misconduct scandal involving Masahiro Nakai, a prominent television personality and former member of the popular J-pop group SMAP.

The controversy erupted in December 2024 when Josei Seven magazine publicized a dinner gathering arranged by a senior Fuji TV executive. Reports from Weekly Bunshun indicate that only Nakai and one woman were present. Subsequent allegations of sexual assault against Nakai led to an out-of-court settlement reportedly totaling 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the matter, prompted by concerns regarding the network's potential practice of using female employees to entertain high-profile guests.

This action by Nintendo follows a similar path taken by approximately 50 other corporations, including Toyota and Kao Corporation, who previously suspended their advertising partnerships with Fuji TV. Nintendo's advertising slots will now feature public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization.

The Japanese public has largely applauded Nintendo's decision. Numerous users on the X platform voiced their support and expressed optimism that businesses will maintain ethical standards in their operations.