Fuji TV, one of Japan's leading 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 popular boy band SMAP. The controversy erupted in December 2024 following a report by Josei Seven magazine about a dinner organized by a high-ranking Fuji TV employee. Subsequent details from Weekly Bunshun magazine revealed that Nakai was the sole male attendee alongside a woman, leading to allegations of sexual assault against him. The matter was settled out of court with a payment of 90 million yen, approximately $578,000.
In response to the scandal, Fuji TV has engaged independent legal counsel to investigate potential systemic issues within the company, particularly concerning the use of female presenters to entertain celebrities, a practice that has come under scrutiny.
Nintendo's decision to pull its ads from Fuji TV aligns it with approximately 50 other companies, including giants like Toyota and Kao Corporation, that have similarly distanced themselves from the network. In place of Nintendo's commercials, Fuji TV will now air social awareness spots provided by the Advertising Council Japan (AC Japan), a non-profit organization.
The Japanese public has responded positively to Nintendo's stance. Many users on the X platform have voiced their support, expressing hope that companies will continue to prioritize ethical business practices in the wake of such incidents.
