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 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. Weekly Bunshun's subsequent reporting indicated only Nakai and one woman were present, leading to allegations of sexual assault against Nakai. Reports suggest the matter was 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 the network's alleged practice of using female employees 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a growing list of over 50 companies, including prominent names like Toyota and Kao Corporation, that have previously withdrawn their support from Fuji TV. These 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. Numerous users on X (formerly Twitter) voiced their approval, expressing hope that other businesses will similarly prioritize ethical conduct in their partnerships.