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 boy band SMAP.

The controversy erupted in December 2024 when Josei Seven magazine published an article detailing a dinner arranged by a senior Fuji TV executive. Weekly Bunshun later reported that only Nakai and a single woman were present at this gathering, leading to allegations of sexual assault against Nakai. The matter was reportedly 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 a potential company practice of using female employees to entertain high-profile guests.

Nintendo's decision to pull its advertising joins a growing number of companies, including Toyota and Kao Corporation, that have previously severed ties with Fuji TV, bringing the total to over 50. Nintendo's ad slots will be filled with public service announcements from the Advertising Council Japan (AC Japan).

The public response to Nintendo's action has been overwhelmingly positive. Numerous X platform users voiced their approval and expressed hope that other businesses will maintain similarly high ethical standards.