Fuji TV, one of Japan's largest television networks, has ceased broadcasting advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the SMAP boy band. The controversy erupted in December 2024 when Josei Seven magazine revealed that a senior Fuji TV employee had arranged a dinner for colleagues. However, according to Weekly Bunshun magazine, only Nakai and a single woman were present at this dinner. Nakai faced allegations of sexual assault, and the matter was reportedly resolved out of court with a settlement of 90 million yen, approximately $578,000.
In response, Fuji TV engaged independent lawyers to conduct an investigation, prompted by concerns over the network's alleged practice of using female presenters to entertain celebrities. This incident has led Nintendo to join a growing list of 50 companies, including major corporations like Toyota and Kao Corporation, that have withdrawn their advertising from Fuji TV. As a result, Nintendo's ads will be substituted with public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization.
The Japanese public has responded positively to Nintendo's decision. Many users on the X platform have voiced their support, expressing hope that companies will continue to adhere to ethical business standards in the wake of this scandal.
