Nintendo Sparks Controversy with Refusal to Advertise

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 boy band SMAP.

The controversy erupted in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV executive for colleagues. Weekly Bunshun later reported that only Nakai and one woman were present at this gathering, leading to allegations of sexual assault against Nakai. The matter reportedly concluded with an out-of-court settlement of 90 million yen (approximately $578,000).

This incident has prompted Fuji TV to launch an internal investigation, led by independent legal counsel, into potential company practices involving the use of female presenters to entertain celebrities.

Nintendo's decision to pull its advertising follows a similar move by approximately 50 other major corporations, including Toyota and Kao Corporation. Their advertising slots will now feature 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 support and expressed hope that businesses will continue to prioritize ethical conduct.