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 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 commission an independent legal investigation into potential company practices involving the 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 severed ties with Fuji TV. Nintendo's advertising slots will now feature public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization.
The public response to Nintendo's action has been overwhelmingly positive. Numerous users on the X platform voiced their approval and expressed their hope that other businesses will continue to prioritize ethical conduct in their partnerships.
