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 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 gathering, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement of 90 million yen (approximately $578,000).

This incident has prompted Fuji TV to launch an internal investigation, led by independent legal counsel, into potential company practices involving the use of female presenters to entertain celebrities.

Nintendo's decision to pull its advertising follows a similar move by approximately 50 other corporations, including Toyota and Kao Corporation. These advertisements will be replaced with public service announcements (PSAs) provided by the Advertising Council Japan (AC Japan).

The Japanese public has largely applauded Nintendo's stance, with numerous X platform users expressing their support and urging continued adherence to ethical business practices by corporations.