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 an article detailing a dinner arranged by a senior Fuji TV executive. Weekly Bunshun later reported that only Nakai and one woman were present at this gathering, leading to allegations of sexual assault against Nakai. Reports indicate 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 a potential company practice of using female employees to entertain high-profile figures.

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

The public response to Nintendo's action has been largely favorable. Many X (formerly Twitter) users voiced their approval and expressed optimism that businesses will continue to prioritize ethical conduct.