One of Japan's leading 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 SMAP boy band. The controversy erupted in December 2024 when Josei Seven magazine revealed that a senior Fuji TV employee had arranged a dinner for colleagues. However, according to reports from Weekly Bunshun magazine, the dinner was attended only by Nakai and a single woman, leading to allegations of sexual assault against Nakai. The matter was reportedly settled out of court with a payment of 90 million yen, approximately $578,000.

In response to the scandal, Fuji TV has engaged independent lawyers to conduct a thorough investigation into the incident. This move comes amid growing concerns about the network's alleged unwritten policy of using female presenters to entertain celebrities.

Nintendo, following in the footsteps of approximately 50 other companies—including giants like Toyota and Kao Corporation—has chosen to withdraw its advertising from Fuji TV. The slots previously occupied by Nintendo's ads will now feature public service announcements from the Advertising Council Japan (AC Japan), a respected non-profit organization.

The Japanese public has responded positively to Nintendo's decision. On the X platform, many users have voiced their support for the company's stance, expressing a collective hope that businesses will continue to prioritize and uphold ethical standards.