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One of Japan's leading television networks, Fuji TV, 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 high-ranking Fuji TV employee had arranged a dinner for colleagues. Subsequent reports from Weekly Bunshun magazine disclosed that only Nakai and one woman attended the dinner, leading to accusations of sexual assault against Nakai. The case 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 the situation further. There are growing concerns about the network's alleged unspoken practice of using female presenters to entertain celebrities, which has intensified scrutiny on their internal practices.
Nintendo's decision to pull its advertisements aligns it with over 50 other companies, including giants like Toyota and Kao Corporation, who have also ceased cooperation with Fuji TV. In the interim, Fuji TV will replace Nintendo's ads with social spots from the Advertising Council Japan (AC Japan), a non-profit organization dedicated to public service messaging.
The Japanese public has responded positively to Nintendo's stance. Many users on the X platform have voiced their support, expressing hope that companies will continue to prioritize ethical business practices in the future.
