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 boy band 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. 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 reportedly concluded with an out-of-court settlement 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 celebrities.

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 severed ties with Fuji TV due to ethical concerns. 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 overwhelmingly positive. Many X platform users voiced their approval, expressing hope that other businesses will similarly prioritize ethical conduct in their partnerships.