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 for colleagues. Weekly Bunshun, another publication, later claimed only Nakai and one woman were present at this gathering, leading to allegations of sexual assault against Nakai. Reports indicate the matter was resolved through an out-of-court settlement for 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns about a potential company practice of using female presenters to entertain high-profile guests.

Nintendo's decision to pull its advertising follows a similar move by approximately 50 other corporations, including Toyota and Kao Corporation. These commercials will be replaced with public service announcements (PSAs) from the Advertising Council Japan (AC Japan).

The public response to Nintendo's action has been overwhelmingly positive, with many X platform users expressing their approval and urging continued adherence to ethical business practices within the advertising industry.