Nintendo Suspends Advertising on Fuji TV Amid High-Profile Scandal

Nintendo Suspends Advertising on Fuji TV Amid High-Profile Scandal Nintendo, a cornerstone of the global gaming industry and developer of the Nintendo Switch, has joined a growing list of major Japanese firms suspending advertising on Fuji Television (Fuji TV) in the wake of an ongoing scandal involving one of the network’s most prominent hosts, Masahiro Nakai.

The decision reflects a broader response among industry leaders to public outcry and comes as part of a significant wave of ad boycotts now affecting the broadcaster. Background: High-Profile Scandal Shakes Japanese Media Landscape According to a Nikkei report (via Automaton), allegations surfaced in 2023 that Masahiro Nakai—former member of the legendary pop group SMAP and longtime figurehead of Fuji TV—sexually assaulted an unnamed woman during a company-hosted dinner.

While initial reports did not immediately spur corporate action, the situation intensified following news of a 90 million yen (approximately $569,000 USD) out-of-court settlement in December 2024. Corporate Response and Boycott Momentum Nearly 50 companies, including automotive giants Nissan and Toyota, have now withdrawn their advertising from Fuji TV, signaling growing demands for accountability and transparency in Japanese media.

Nintendo’s decision to suspend its commercials aligns with this collective movement and underscores the company’s commitment to ethical standards in its business dealings and brand partnerships. Transparency and Internal Management in Question The controversy escalated after a Fuji TV press conference in which the company was widely criticized for its lack of transparency and visible remorse regarding the incident.

In a notable statement, Fuji TV President Koichi Minato admitted that management had been aware of the situation for more than six months before the matter became public knowledge, yet failed to disclose it.

This revelation further eroded trust among both viewers and corporate partners. Masahiro Nakai, issuing a formal statement in January, accepted responsibility, stating that the trouble stemmed from his “own shortcomings.” In an effort to rebuild public confidence, Fuji TV has reportedly engaged external legal counsel to conduct a thorough investigation into the matter and to review its internal management practices. Nintendo’s Continued Leadership and Reputation As one of the world’s most recognized entertainment companies, Nintendo’s decision comes as a decisive move to distance itself from controversy and to uphold its longstanding reputation for integrity.

With a host of successful first-party titles and ongoing sales milestones for the Nintendo Switch platform, Nintendo remains vigilant about protecting its brand image, especially as it continues to pursue growth in both software and hardware markets. The impact of these events on advertising strategies and corporate relationships within Japan’s entertainment sector will continue to develop in the coming months.

For now, Nintendo’s response places it among the foremost industry voices advocating for responsible corporate behavior and heightened media accountability.

Nintendo Fuji TV Masahiro Nakai Japan