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 a report detailing a private dinner arranged by a senior Fuji TV executive. 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).

This incident has prompted Fuji TV to commission an independent legal investigation into potential company-wide issues, specifically addressing concerns about the use of female presenters to entertain high-profile guests.

Nintendo's move joins a growing boycott of Fuji TV, with over 50 companies, including Toyota and Kao Corporation, having previously withdrawn their advertising partnerships. Nintendo's advertising slots will now feature public service announcements from the Advertising Council Japan (AC Japan).

The public response to Nintendo's decision has been overwhelmingly positive. Numerous X platform users voiced their approval and expressed hope that other corporations will similarly prioritize ethical business practices.