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 one 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 amounting to 90 million yen (approximately $578,000).
Fuji TV has initiated an independent investigation into the incident, prompted by concerns about a potential company practice of using female presenters to entertain high-profile individuals.
Nintendo's decision to withdraw its advertising follows a similar move by approximately 50 other companies, including Toyota and Kao Corporation. Nintendo's advertising slots will now feature public service announcements (PSAs) provided by the Advertising Council Japan (AC Japan).
The public response to Nintendo's action has been overwhelmingly positive. Many X platform users have voiced their approval and expressed hope that businesses will continue to prioritize ethical conduct.
