Fuji TV, one of Japan's premier 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, only Nakai and a single woman were present at the event. 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 to the scandal, Fuji TV has engaged independent legal counsel to probe deeper into the incident, amid growing concerns about the network's alleged practice of using female presenters to entertain celebrities. This situation has led Nintendo to join a list of 50 other companies, including giants like Toyota and Kao Corporation, in pulling their advertisements from Fuji TV. In place of Nintendo's ads, Fuji TV will now air social spots from the Advertising Council Japan (AC Japan), a non-profit organization dedicated to public service messaging.
The Japanese public has responded positively to Nintendo's decision. On the X platform, numerous users have voiced their support, expressing hope that companies will continue to prioritize ethical business practices in the wake of such incidents.
