Japanese broadcaster Fuji TV has ceased airing Nintendo advertisements following a sexual assault scandal involving Masahiro Nakai, a former SMAP member and television personality. The scandal emerged in December 2024 after Josei Seven magazine reported a Fuji TV executive arranged a dinner attended solely by Nakai and a woman, leading to accusations of sexual assault against Nakai. Reports indicate the matter was settled out of court with a reported 90 million yen ($578,000 USD) payment.
Fuji TV has launched an independent investigation into the incident, fueled by concerns about a potential company practice of using female presenters to entertain celebrities. Nintendo's decision to pull its advertising follows similar actions by approximately 50 other companies, 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 largely positive, with many X platform users expressing support and urging continued adherence to ethical business practices.
