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 erupted in December 2024 when Josei Seven magazine published a report detailing a private dinner arranged by a senior Fuji TV executive. Weekly Bunshun's subsequent reporting indicated only Nakai and a single woman were present at this gathering, leading to allegations of sexual assault against Nakai. Reports suggest the matter was resolved through an out-of-court settlement totaling 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns regarding the network's alleged practice of using female employees to entertain high-profile guests.

Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including industry giants Toyota and Kao Corporation, that have previously severed ties with Fuji TV. The vacated ad 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 hope that other businesses will continue to prioritize ethical conduct in their partnerships.