One of Japan's premier television networks, Fuji TV, has ceased broadcasting advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a well-known TV host and former leader of the iconic boy band SMAP. The controversy erupted in December 2024 when Josei Seven magazine reported on a dinner organized by a high-ranking Fuji TV employee. Subsequent reports from Weekly Bunshun revealed that only Nakai and one woman attended this dinner, leading to allegations of sexual assault against Nakai. The issue was settled out of court for a substantial sum of 90 million yen, equivalent to approximately $578,000.
In response to the scandal, Fuji TV has engaged independent legal counsel to conduct a thorough investigation into the matter. This move comes amidst growing concerns about the network's alleged practice of using female presenters to entertain celebrities, a practice that has remained largely unspoken until now.
Nintendo, a major advertiser, has joined a list of 50 companies—including giants like Toyota and Kao Corporation—that have previously severed ties with Fuji TV over similar ethical concerns. As a result, Nintendo's advertisements will be replaced by public service announcements from the Advertising Council Japan (AC Japan), a non-profit organization dedicated to promoting social welfare.
The decision by Nintendo has been met with widespread approval from the Japanese public. On the X platform, numerous users have voiced their support for Nintendo's stance, expressing hope that companies will continue to prioritize ethical business practices in their operations.
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