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 an article detailing a private dinner arranged by a senior Fuji TV executive. Weekly Bunshun's subsequent reporting indicated that only Nakai and one woman were present at this gathering, leading to allegations of sexual assault against Nakai. Reports suggest the matter was resolved through an out-of-court settlement totaling 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns regarding potential company practices involving the use of female presenters to entertain high-profile individuals.

Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including prominent brands like Toyota and Kao Corporation, that have previously severed ties with Fuji TV due to ethical concerns. Nintendo's advertising slots will be temporarily filled with public service announcements from the Advertising Council Japan (AC Japan).

This move by Nintendo has garnered widespread public approval in Japan. Numerous X platform users have voiced their support, expressing hope for continued corporate commitment to ethical business practices.