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 an article detailing a dinner arranged by a senior Fuji TV executive. Weekly Bunshun subsequently 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 totaling 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns regarding the network's alleged practice of using female employees to entertain high-profile guests.

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 severed ties with Fuji TV. The vacated advertising slots will now feature public service announcements (PSAs) provided by the Advertising Council Japan (AC Japan).

The public response to Nintendo's action has been overwhelmingly positive. Numerous X (formerly Twitter) users voiced their approval, expressing hope that businesses will continue to prioritize ethical conduct.