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

Japan's Fuji Television Network, a major broadcaster, has ceased airing Nintendo advertisements following a sexual misconduct scandal involving Masahiro Nakai, a prominent television personality and former member of the popular boy band SMAP.

The scandal erupted in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV employee for colleagues. Weekly Bunshun later reported that only Nakai and one woman attended this dinner, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement of 90 million yen (approximately $578,000).

Fuji TV has launched an independent investigation into the incident, prompted by concerns about a potential company practice of using female presenters to entertain male celebrities.

Nintendo's move joins a growing boycott of Fuji TV, with over 50 companies, including Toyota and Kao Corporation, previously withdrawing their advertising. Nintendo's ad 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, with many X platform users expressing support and urging continued adherence to ethical business practices.