Fuji TV, one of Japan's premier television networks, has ceased broadcasting advertisements from Nintendo following a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the renowned 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, only Nakai and a single female guest were present at this event. Subsequent reports alleged that Nakai committed sexual assault, leading to an out-of-court settlement of approximately 90 million yen, equivalent to around $578,000.
In response to the scandal, Fuji TV has engaged independent legal counsel to thoroughly investigate the incident. Concerns have been raised about the network's unwritten policy of using female presenters to entertain celebrities, prompting a deeper look into the company's practices.
Nintendo has joined a significant list of 50 companies, including giants like Toyota and Kao Corporation, in withdrawing their advertisements from Fuji TV. In place of Nintendo's ads, viewers will now see social spots from the Advertising Council Japan (AC Japan), a respected non-profit organization dedicated to public service messaging.
The Japanese public has responded positively to Nintendo's decision. On the X platform, numerous users have voiced their support and expressed a strong desire for companies to maintain high ethical standards in their business dealings.
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