Fuji TV, one of Japan's leading television networks, has ceased broadcasting advertisements from Nintendo due to a sexual scandal involving Masahiro Nakai, a prominent TV host and former leader of the popular boy band SMAP. The controversy erupted in December 2024 following a report by Josei Seven magazine, which disclosed that a senior Fuji TV employee had arranged a dinner for colleagues. However, Weekly Bunshun magazine later reported that only Nakai and a single woman were present at the event, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved out of court with a settlement of 90 million yen, equivalent to approximately $578,000.

In response to the scandal, Fuji TV has enlisted independent legal counsel to conduct a thorough investigation. This move comes amid growing concerns over the network's alleged practice of using female presenters to entertain high-profile guests. The situation has prompted a significant backlash, with Nintendo joining a list of over 50 companies, including giants like Toyota and Kao Corporation, in severing ties with Fuji TV. As a result, Nintendo's advertisements will now be substituted with public service announcements from the Advertising Council Japan (AC Japan), a respected non-profit organization.

Nintendo's stance has garnered widespread approval from the Japanese public. On the X platform, numerous users have voiced their support for Nintendo's decision, expressing optimism that this move will encourage other companies to prioritize ethical business practices. This incident highlights the growing demand for corporate accountability and ethical conduct in Japan's media landscape.