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 a report detailing a private dinner arranged by a senior Fuji TV executive. Weekly Bunshun later reported that only Nakai and one 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 of 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 prominent brands like Toyota and Kao Corporation, that have previously suspended their partnerships with Fuji TV due to ethical concerns. Nintendo's advertising slots will be temporarily filled with public service announcements from the Advertising Council Japan (AC Japan).
The public response to Nintendo's action has been overwhelmingly positive, with many users on X expressing their approval and urging continued adherence to ethical business practices within the advertising industry.
