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 ignited in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV executive for colleagues. According to Weekly Bunshun, only Nakai and a single female attendee were present at this event, leading to allegations of sexual assault against Nakai. Reports indicate the matter was resolved through an out-of-court settlement of 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns about the network's alleged practice of employing 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. The vacated ad slots will now feature 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 hope that businesses will maintain high ethical standards in their operations.