Fuji Television Network, a major Japanese broadcaster, has ceased airing Nintendo advertisements following a sexual misconduct scandal involving Masahiro Nakai, a prominent television personality and former member of the popular boy band SMAP.

The scandal unfolded in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV employee for colleagues. Weekly Bunshun later reported that only Nakai and one woman were present at this dinner, leading to allegations of sexual assault against Nakai. The matter was reportedly settled out of court with a reported payment of 90 million yen (approximately $578,000).

Fuji TV has initiated an independent investigation into the incident, prompted by concerns about a potential company practice of using female presenters to entertain male celebrities.

Nintendo's decision to pull its advertising joins a growing list of over 50 companies, including Toyota and Kao Corporation, that have previously severed ties with Fuji TV. Nintendo's 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. Many users on X expressed their approval and hope that other companies will similarly prioritize ethical business practices.