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 an article detailing a private dinner arranged by a senior Fuji TV executive. According to Weekly Bunshun, only Nakai and a single female attendee were present. Subsequent allegations of sexual assault against Nakai led to an out-of-court settlement reportedly totaling 90 million yen (approximately $578,000).
Fuji TV has initiated an independent investigation into the matter, 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).
The public response to Nintendo's action has been overwhelmingly positive. Numerous users on the X platform voiced their approval and expressed hopes that other corporations will similarly prioritize ethical business practices.
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