Nintendo Halts Ads on Japanese TV Over Sex Scandal

Fuji TV, one of Japan's largest television networks, has ceased broadcasting advertisements from Nintendo due to 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 Josei Seven magazine revealed that a senior Fuji TV employee had arranged a dinner for colleagues. However, according to Weekly Bunshun, the event was attended only by Nakai and a single woman, 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, Fuji TV has engaged independent legal counsel to probe deeper into the incident, amid concerns about the network's unwritten policy of using female presenters to entertain celebrities. This scandal prompted Nintendo to join a growing list of over 50 companies, including giants like Toyota and Kao Corporation, in pulling their advertisements from Fuji TV. In place of Nintendo's ads, Fuji TV will now air public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization.

The Japanese public has responded positively to Nintendo's stance. On the X platform, many users voiced their support and expressed a desire for companies to maintain high ethical standards in their business practices.