One of Japan's premier television networks, Fuji TV, has ceased broadcasting advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a renowned TV host and former leader of the iconic boy band SMAP. The controversy erupted in December 2024 when the magazine Josei Seven disclosed that a high-ranking Fuji TV employee had arranged a dinner for colleagues. However, Weekly Bunshun later reported that only Nakai and a single woman were present at the event, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved out of court with a settlement amounting to 90 million yen, approximately $578,000.
In response to the scandal, Fuji TV has enlisted independent lawyers to delve into the matter, particularly focusing on the network's alleged unspoken practice of utilizing female presenters to entertain celebrities. This practice has come under intense scrutiny.
Nintendo, in a move echoing the decisions of around 50 other companies including giants like Toyota and Kao Corporation, has chosen to pull its advertisements from Fuji TV. In place of Nintendo's ads, Fuji TV will now air social spots from the Advertising Council Japan (AC Japan), a respected non-profit organization.
The Japanese public has responded positively to Nintendo's stance. On the X platform, numerous users have voiced their support for Nintendo and expressed their hope that companies will continue to prioritize ethical business practices.
