Fuji TV, one of Japan's leading 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 the magazine Josei Seven disclosed that a senior Fuji TV employee had arranged a dinner for colleagues. However, according to Weekly Bunshun, only Nakai and one woman were present at the event, leading to allegations of sexual assault against Nakai. The case 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 lawyers to conduct a thorough investigation. This move comes amidst growing concerns about the network's alleged practice of using female presenters to entertain celebrities, a practice that has remained largely unspoken until now.
Nintendo's decision to pull its ads from Fuji TV aligns it with around 50 other companies, including giants like Toyota and Kao Corporation, that have previously chosen to disassociate from the network. In place of Nintendo's ads, Fuji TV will now air social spots provided by the Advertising Council Japan (AC Japan), a non-profit organization dedicated to public service announcements.
The Japanese public has responded positively to Nintendo's stance. On the X platform, many users have voiced their support for the company's decision and expressed hope that businesses will continue to prioritize ethical standards.
