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 allegations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement involving a substantial sum of 90 million yen (approximately $578,000).
This incident has prompted Fuji TV to launch an independent investigation into its practices, particularly concerning the alleged use of female presenters to entertain high-profile guests.
Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including prominent names like Toyota and Kao Corporation, that have previously distanced themselves from Fuji TV. Nintendo's advertising slots will be temporarily filled with public service announcements (PSAs) 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 have voiced their support, expressing hope that other businesses will follow suit and prioritize ethical conduct in their partnerships.
