Nintendo Halts Ads on Japanese TV Amid Scandal

Fuji TV, one of Japan's leading television networks, has ceased airing advertisements from Nintendo following a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the SMAP boy band. The controversy erupted in December 2024 when the magazine Josei Seven reported that a senior Fuji TV employee had arranged a dinner for colleagues. Subsequent reports from Weekly Bunshun revealed that only Nakai and one woman were present at the event, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved out of court with a settlement of 90 million yen, equivalent to approximately $578,000.

In response to the scandal, Fuji TV has engaged independent legal counsel to investigate the allegations and address concerns about the network's alleged practice of using female presenters to entertain celebrities. This practice has come under scrutiny, prompting a thorough review of Fuji TV's internal policies and practices.

Nintendo, a major advertiser, has joined a list of 50 companies, including Toyota and Kao Corporation, that have previously withdrawn their advertising from Fuji TV due to ethical concerns. As a result, Nintendo's advertisements will be substituted with public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization dedicated to promoting social welfare.

The Japanese public has responded positively to Nintendo's decision, with many users on the X platform voicing their support. There is a strong sentiment among the public that companies should maintain high ethical standards in their business practices, and this move by Nintendo is seen as a step in the right direction.