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 published a report detailing a dinner arranged by a senior Fuji TV executive for colleagues. Weekly Bunshun later reported that only Nakai and one woman were present at this gathering, leading to accusations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement amounting to 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns regarding a potential company practice of using female presenters to entertain high-profile guests.

Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including Toyota and Kao Corporation, that have previously suspended their partnerships with Fuji TV. Nintendo's advertising slots will be temporarily filled with public service announcements provided by the Advertising Council Japan (AC Japan).

The public response to Nintendo's action has been overwhelmingly positive. Numerous users on the X platform voiced their approval and expressed hopes that other companies will similarly prioritize ethical business practices.