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 prominent television personality and former SMAP member, Masahiro Nakai.

The controversy erupted in December 2024 when Josei Seven magazine revealed a high-level Fuji TV employee arranged a private dinner for colleagues. Weekly Bunshun later reported that only Nakai and a single woman were present, 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 regarding the network's alleged practice of using female presenters to entertain high-profile guests.

Nintendo's action joins a growing list of over 50 companies, including Toyota and Kao Corporation, that have previously withdrawn their advertising partnerships with Fuji TV. Nintendo's ad slots will be filled with public service announcements provided by 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 businesses will similarly prioritize ethical conduct in their partnerships.