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 an article detailing a private dinner arranged by a senior Fuji TV executive. Weekly Bunshun later reported that only Nakai and a single female guest were present at this event, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement with a reported payout of 90 million yen (approximately $578,000).
This incident has prompted Fuji TV to commission an independent legal investigation into its practices, specifically addressing concerns about the use of female employees 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 suspended their relationships with Fuji TV. Nintendo's advertising slots will now feature public service announcements from the Advertising Council Japan (AC Japan).
The public response to Nintendo's action has been largely positive, with many X platform users expressing their approval and urging continued adherence to ethical business standards.
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