Japanese broadcaster Fuji TV has ceased airing Nintendo advertisements following a sexual assault scandal involving Masahiro Nakai, a prominent television personality and former member of the popular boy band SMAP. The scandal emerged in December 2024, with reports in Josei Seven and Weekly Bunshun magazines detailing a dinner attended by Nakai and a woman, organized by a senior Fuji TV employee. Subsequent accusations of sexual assault against Nakai led to an out-of-court settlement reportedly totaling 90 million yen (approximately $578,000).
Fuji TV has launched an independent investigation into the matter, prompted by concerns regarding the network's alleged practice of using female presenters to entertain male celebrities. Nintendo's decision to pull its advertising joins a growing boycott of Fuji TV, with over 50 companies, including Toyota and Kao Corporation, having previously withdrawn their support. Nintendo's advertising slots will now feature public service announcements from the Advertising Council Japan (AC Japan).
The public response to Nintendo's action has been largely positive, with many on X expressing approval and urging continued adherence to ethical business practices.
