Nintendo Pulls Ads from Japanese TV Over Sex Scandal

Fuji TV, one of Japan's premier 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 after Josei Seven magazine disclosed that a senior Fuji TV employee had arranged a dinner for colleagues. However, according to Weekly Bunshun, the dinner 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 to the scandal, Fuji TV has engaged independent legal counsel to probe the incident, amid growing concerns about the network's unwritten policy of employing female presenters to entertain high-profile guests. This issue has prompted a significant backlash, resulting in Nintendo joining a list of 50 companies, including giants like Toyota and Kao Corporation, that have chosen to sever advertising ties with Fuji TV. In place of Nintendo's ads, Fuji TV will now feature public service announcements from the Advertising Council Japan (AC Japan), a respected non-profit organization.

The decision by Nintendo to pull its advertisements has been well-received by the Japanese public. On the X platform, numerous users have voiced their approval and expressed hopes that businesses will continue to prioritize ethical standards in their operations.