Nintendo Halts Ads on Japanese TV Over Sex Scandal

One of Japan's leading television networks, Fuji TV, has ceased broadcasting advertisements from Nintendo following a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the renowned SMAP boy band. The controversy erupted in December 2024 after a report by Josei Seven magazine revealed that a senior Fuji TV employee had organized a dinner for colleagues. Subsequent reports by Weekly Bunshun indicated that only Nakai and a single female attended this event, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved out of court with a settlement of 90 million yen, approximately $578,000.

In response to the scandal, Fuji TV has engaged independent legal counsel to investigate not only the incident but also the company's alleged unwritten policy of employing female presenters to entertain celebrities. This practice has come under scrutiny and may have contributed to the current situation.

Nintendo's decision to pull its ads from Fuji TV aligns it with around 50 other companies, including giants like Toyota and Kao Corporation, who have similarly withdrawn their advertising from the network. In place of Nintendo's commercials, Fuji TV will now air social awareness spots from the Advertising Council Japan (AC Japan), a non-profit dedicated to public service advertising.

The move by Nintendo has been well-received by the Japanese public. On social media platforms like X, numerous users have voiced their support for Nintendo's stance and expressed a desire for all companies to maintain high ethical standards in their business practices.