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 ignited in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV executive. Weekly Bunshun later reported that only Nakai and a single female guest were present at this event. 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 an alleged company practice of utilizing female presenters to entertain high-profile celebrities.

Nintendo's decision to pull its advertising follows a similar move by approximately 50 other companies, including industry giants Toyota and Kao Corporation. The network will now fill the advertising slots with public service announcements (PSAs) provided by the Advertising Council Japan (AC Japan).

The Japanese public has largely applauded Nintendo's stance. Numerous users on the X platform (formerly Twitter) voiced their approval and expressed hope that other businesses will similarly prioritize ethical conduct in their partnerships.