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 scandal erupted in December 2024 when Josei Seven magazine reported a dinner gathering arranged by a senior Fuji TV executive. Weekly Bunshun later detailed that only Nakai and one woman were present at this event, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved through 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 an alleged company practice of using female presenters to entertain male celebrities.

Nintendo's decision to pull its advertising joins a growing number of companies, including Toyota and Kao Corporation, totaling over 50, that have similarly distanced themselves from Fuji TV. Nintendo's advertising slots will now feature public service announcements from the Advertising Council Japan (AC Japan).

This move has garnered widespread public approval in Japan. Many users on X expressed support for Nintendo's action and voiced hope that other companies will continue to prioritize ethical business practices.