One of Japan's leading television networks, Fuji TV, has ceased broadcasting advertisements for Nintendo due to a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the beloved boy band SMAP. The controversy erupted in December 2024 when Josei Seven magazine revealed that a senior Fuji TV employee had organized a dinner intended for colleagues. However, according to Weekly Bunshun, only Nakai and a single woman were present at the event, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved out of court with a settlement of 90 million yen, approximately $578,000.
In response to the scandal, Fuji TV has engaged independent legal counsel to thoroughly investigate the situation. This action comes amid concerns over the network's alleged informal practice of using female presenters to entertain high-profile guests.
Nintendo, a major player in the entertainment industry, has joined a growing list of 50 companies, including giants like Toyota and Kao Corporation, in pulling their advertisements from Fuji TV. As a result, the slots previously occupied by Nintendo's ads will now feature social spots from the Advertising Council Japan (AC Japan), a non-profit dedicated to public service messaging.
The public response to Nintendo's decision has been overwhelmingly positive. Many users on the X platform have voiced their support, praising Nintendo for taking a stand and expressing hope that more companies will prioritize ethical business practices.
