One of Japan's leading television networks, Fuji TV, has ceased broadcasting advertisements from Nintendo following a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the iconic boy band SMAP. The controversy erupted in December 2024 when Josei Seven magazine revealed that a senior Fuji TV employee had organized a dinner for colleagues. Subsequent reports from Weekly Bunshun magazine alleged that only Nakai and one woman attended the dinner, leading to accusations of sexual assault against Nakai. It was reported that the case was settled out of court for approximately 90 million yen, equivalent to about $578,000.
In response to the scandal, Fuji TV has engaged independent legal counsel to thoroughly investigate the matter. This action comes amidst growing concerns over the network's alleged practice of using female presenters to entertain celebrities, a practice that has remained largely unspoken until now.
Nintendo, known for its family-friendly image, has joined a list of over 50 companies, including major corporations like Toyota and Kao Corporation, that have chosen to sever ties with Fuji TV. As a result, Nintendo's advertisements will be substituted with public service announcements from the Advertising Council Japan (AC Japan), a respected non-profit organization.
The decision by Nintendo has been met with widespread approval from the Japanese public. Many users on the X platform have voiced their support for Nintendo's stance, expressing hope that companies will continue to prioritize ethical business practices in the future.
