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 erupted in December 2024 when Josei Seven magazine published a report detailing a 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 accusations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement of 90 million yen (approximately $578,000).

This incident prompted Fuji TV to commission an independent legal investigation into potential company practices involving the use of female presenters to entertain celebrities.

Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including Toyota and Kao Corporation, that have previously suspended their collaborations with Fuji TV. These advertisements will be temporarily replaced with public service announcements (PSAs) from the Advertising Council Japan (AC Japan), a non-profit organization.

The public response to Nintendo's action has been overwhelmingly positive. Many X platform users expressed their approval and voiced hopes that businesses will continue to prioritize ethical conduct.