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 boy band 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. Weekly Bunshun later reported that only Nakai and one woman were present at this dinner, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement for 90 million yen (approximately $578,000).

Fuji TV has launched an independent investigation into the incident, prompted by concerns regarding the network's alleged practice of using female presenters to entertain celebrities.

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joins a growing list of over 50 companies, including industry giants Toyota and Kao Corporation, that have previously withdrawn their advertising from Fuji TV.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

The public response to Nintendo's decision has been overwhelmingly positive, with numerous X platform users expressing support and urging continued adherence to ethical business practices.