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 erupted in December 2024 when Josei Seven magazine published an article detailing a dinner arranged by a senior Fuji TV executive for colleagues. Weekly Bunshun later reported that 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 of 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns about potential company practices involving the use of female presenters to entertain celebrities.

Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including industry giants Toyota and Kao Corporation, that have previously withdrawn their support from Fuji TV. Nintendo's advertising slots will be temporarily filled with public service announcements (PSAs) provided by the Advertising Council Japan (AC Japan).

The public response to Nintendo's action has been overwhelmingly positive. Numerous users on the X platform (formerly Twitter) have voiced their approval and expressed hope that other businesses will follow suit in prioritizing ethical conduct.