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 private dinner arranged by a senior Fuji TV executive. Weekly Bunshun's subsequent reporting indicated only Nakai and one woman were present, leading to allegations of sexual assault against Nakai. The matter reportedly concluded with 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 regarding the network's alleged practice of using female employees 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 severed ties with Fuji TV. The vacated ad slots will now feature public service announcements from the Advertising Council Japan (AC Japan).

This action by Nintendo has garnered widespread public approval in Japan. Numerous X platform users voiced their support, expressing hope that businesses will continue to prioritize ethical conduct.