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 ignited in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV executive for colleagues. According to Weekly Bunshun, only Nakai and a single female attendee were present at this event, leading to allegations of sexual assault against Nakai. Reports indicate the matter was resolved through an out-of-court settlement amounting to 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns regarding an alleged company practice of using female employees to entertain celebrities.

Nintendo's decision to withdraw its advertising follows a similar move by approximately 50 other companies, including prominent names like Toyota and Kao Corporation. These advertisements will be replaced with public service announcements provided by the Advertising Council Japan (AC Japan).

The public response to Nintendo's action has been largely positive. Numerous users on the X platform expressed their approval and voiced hope that businesses will continue to prioritize ethical conduct.