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 an article detailing a dinner arranged by a senior Fuji TV executive. Weekly Bunshun later reported that only Nakai and a single female attendee were present. Subsequent allegations of sexual assault against Nakai led to an out-of-court settlement reportedly totaling 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the matter, prompted by concerns regarding the network's alleged practice of using female presenters to entertain high-profile guests.

Nintendo's decision joins a growing list of over 50 companies, including Toyota and Kao Corporation, that have withdrawn their advertising from Fuji TV. Nintendo's ad slots will now feature public service announcements from the Advertising Council Japan (AC Japan).

The public response to Nintendo's action has been overwhelmingly positive. Many X platform users voiced their approval and expressed hope that other corporations will similarly prioritize ethical business practices.