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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 renowned boy band SMAP. 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 Weekly Bunshun, only Nakai and one woman were present at the event. Nakai was later accused of sexual assault, and the matter was reportedly resolved out of court with a settlement of 90 million yen, approximately $578,000.
In response to the allegations, Fuji TV has engaged independent legal counsel to thoroughly investigate the incident. This move comes amid 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's decision to pull its ads from Fuji TV aligns it with 50 other companies, including giants like Toyota and Kao Corporation, that have previously taken similar actions against the network. In place of Nintendo's commercials, Fuji TV will now air social spots provided by the Advertising Council Japan (AC Japan), a non-profit organization dedicated to public service advertising.
The Japanese public has responded positively to Nintendo's stance. On the X platform, numerous users have voiced their support for the company's decision, expressing hope that businesses will continue to prioritize ethical standards in their operations.
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