Fuji Television Network, a major Japanese broadcaster, has ceased airing Nintendo advertisements following a sexual misconduct scandal involving prominent television personality and former SMAP member, Masahiro Nakai.
The controversy erupted in December 2024 when Josei Seven magazine publicized a dinner gathering arranged by a senior Fuji TV executive. Reports from Weekly Bunshun indicate 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 employing female presenters for the entertainment of celebrities.
Nintendo's decision follows a similar path taken by approximately 50 other corporations, including Toyota and Kao Corporation, who previously severed ties with Fuji TV. Nintendo's advertising slots will now feature public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization.
The public response to Nintendo's action has been overwhelmingly positive. Numerous X platform users voiced their approval and expressed hope that businesses will continue to prioritize ethical conduct.
