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 for colleagues. Weekly Bunshun's subsequent reporting narrowed the attendees to Nakai and a single woman, leading to allegations of sexual assault against Nakai. The matter reportedly concluded with an out-of-court settlement of 90 million yen (approximately $578,000).
Fuji TV has initiated an independent investigation into the incident, prompted by concerns about a potential company-wide practice of using female presenters to entertain high-profile guests.
Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including industry giants Toyota and Kao Corporation, that have previously withdrawn their support from Fuji TV. Nintendo's advertising slots will be temporarily filled with public service announcements from the Advertising Council Japan (AC Japan).
The public response to Nintendo's action has been overwhelmingly positive. Many X platform users voiced their approval and expressed hope that other businesses will maintain similarly high ethical standards.
