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

Fuji TV, one of Japan's leading television networks, has ceased broadcasting advertisements for 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 magazine, the dinner was attended solely by Nakai and one 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 to the scandal, Fuji TV has engaged independent lawyers to investigate not only the incident but also the company's alleged practice of using female presenters to entertain celebrities. This practice has come under scrutiny and raised concerns about the ethical conduct within the organization.

Nintendo, following the footsteps of 50 other companies such as Toyota and Kao Corporation, has decided to pull its advertisements from Fuji TV. In place of Nintendo's ads, Fuji TV will now feature social spots from the Advertising Council Japan (AC Japan), a non-profit organization dedicated to promoting public interest messages.

The decision by Nintendo has been well-received by the Japanese public. Many users on the X platform have voiced their support for Nintendo's stance, expressing hope that companies will continue to prioritize and uphold ethical business practices. This move underscores the growing importance of corporate responsibility and ethical standards in the media and entertainment industry.