Fuji Television Network, a major Japanese broadcaster, has ceased airing Nintendo advertisements following a sexual misconduct scandal involving Masahiro Nakai, a prominent television personality and former member of the popular J-Pop group SMAP.
The controversy ignited in December 2024 when Josei Seven magazine published a report detailing a private dinner arranged by a senior Fuji TV executive. According to Weekly Bunshun, only Nakai and a single female guest were present. Subsequent allegations of sexual assault against Nakai led to an out-of-court settlement reportedly totaling 90 million yen (approximately $578,000).
Fuji TV has initiated an independent investigation into the matter, prompted by concerns regarding an alleged company practice of using female employees to entertain high-profile guests.
Nintendo's decision to pull its advertising follows a similar move by approximately 50 other major corporations, including Toyota and Kao Corporation. These advertisements will be temporarily replaced with public service announcements from the Advertising Council Japan (AC Japan).
The public response to Nintendo's action has been overwhelmingly positive. Many X platform users voiced their approval and expressed hope that other businesses will maintain similarly high ethical standards.
