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 a single female attendee were present at this gathering, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement amounting to 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 celebrities.
Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including prominent brands like Toyota and Kao Corporation, that have previously withdrawn their support from Fuji TV. Nintendo's advertising 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 expressed approval and voiced their hope that other businesses will follow suit, prioritizing ethical conduct in their partnerships.
