Nintendo refused to advertise on a Japanese TV channel because of a sex scandal

One of Japan's leading television networks, Fuji TV, has ceased broadcasting advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a well-known TV host and former leader of the iconic boy band SMAP. The controversy erupted in December 2024 after Josei Seven magazine revealed that a high-ranking Fuji TV employee had organized a dinner intended for colleagues. However, according to Weekly Bunshun, another prominent magazine, the dinner was attended only by Nakai and one woman. Subsequent reports alleged that Nakai was involved in a sexual assault, and the matter was reportedly settled out of court for a hefty sum of 90 million yen, approximately $578,000.

In response to these allegations, Fuji TV has enlisted the services of independent lawyers to conduct a thorough investigation into the matter. This move comes amidst growing concerns regarding the network's unwritten policy of using female presenters to entertain celebrities, which has come under scrutiny.

Nintendo's decision to pull its ads from Fuji TV aligns it with over 50 other companies, including industry giants such as Toyota and Kao Corporation, who have similarly chosen to distance themselves from the network. In place of Nintendo's commercials, Fuji TV will now feature social spots produced by the Advertising Council Japan (AC Japan), a respected non-profit organization.

The Japanese public has responded positively to Nintendo's stance, with many users on the X platform voicing their support and expressing a desire for companies to maintain high ethical standards in their business practices.