Nintendo Halts Ads on Japanese TV Over Sex Scandal

Fuji TV, one of Japan's leading television networks, has ceased airing advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the boy band SMAP. The controversy erupted in December 2024 when Josei Seven magazine disclosed that a senior Fuji TV employee had arranged a dinner intended for colleagues. However, as reported by Weekly Bunshun, only Nakai and a single woman were present at the event. Subsequently, Nakai faced allegations of sexual assault, and the matter was resolved out of court with a settlement amounting to 90 million yen, approximately $578,000.

In response to the allegations, Fuji TV has engaged independent legal counsel to thoroughly investigate the incident. There are growing concerns about the network's alleged practice of employing female presenters to entertain celebrities, which remains an unspoken rule within the company.

Nintendo's withdrawal from Fuji TV adds to a list of 50 companies, including major names like Toyota and Kao Corporation, that have previously severed ties with the network. In the absence of Nintendo's commercials, Fuji TV will now broadcast social awareness advertisements from the Advertising Council Japan (AC Japan), a respected non-profit organization.

The Japanese public has responded positively to Nintendo's decision. Many users on the X platform have voiced their support, expressing hope that companies will continue to prioritize ethical business practices.