One of Japan's leading television networks, Fuji TV, has ceased broadcasting advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a well-known TV host and former leader of the popular boy band SMAP. The controversy erupted in December 2024 when the magazine Josei Seven revealed that a senior Fuji TV employee had arranged a dinner supposedly for colleagues. However, as reported by Weekly Bunshun, only Nakai and a single woman were present at the event. Nakai was later accused 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 allegations, Fuji TV has engaged independent legal counsel to investigate the matter thoroughly. Concerns have also surfaced regarding the network's alleged unwritten policy of using female presenters to entertain high-profile celebrities, prompting a deeper review of internal practices.
Nintendo's decision to pull its ads from Fuji TV aligns it with 50 other companies, including giants like Toyota and Kao Corporation, that have previously taken similar stances. In place of Nintendo's commercials, Fuji TV will now air social awareness spots provided by the Advertising Council Japan (AC Japan), a non-profit dedicated to public service advertising.
The move by Nintendo has been met with widespread approval from the Japanese public. On the X platform, many users have voiced their support for Nintendo's action, expressing hopes that companies will continue to prioritize ethical business practices moving forward.
