Fuji TV, one of Japan's premier television networks, has ceased broadcasting advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the SMAP boy band. The controversy erupted in December 2024 when Josei Seven magazine revealed that a senior Fuji TV employee had arranged a dinner for colleagues. However, according to Weekly Bunshun, only Nakai and a single woman were present at the event. Nakai faced allegations 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 scandal, Fuji TV has engaged independent legal counsel to probe the incident and address concerns about the network's alleged practice of using female presenters to entertain celebrities. This situation has prompted Nintendo to join a growing list of 50 companies, including giants like Toyota and Kao Corporation, in suspending their advertising partnerships with Fuji TV. In place of Nintendo's ads, Fuji TV will now feature public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization dedicated to social welfare.
The Japanese public has responded positively to Nintendo's decision, with many users on the X platform voicing their support and expressing a desire for companies to maintain high ethical standards in their business practices.
