Nintendo refused to advertise on a Japanese TV channel because of a sex scandal

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 ignited in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV executive. Weekly Bunshun later reported that only Nakai and a single female guest were present at this gathering. 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 launched an independent investigation into the matter, prompted by concerns surrounding alleged company practices involving the use of female presenters to entertain high-profile figures.

Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including Toyota and Kao Corporation, that have previously suspended collaborations 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 hope that other corporations will similarly prioritize ethical business practices.