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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 J-Pop group SMAP.
The controversy ignited in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV executive for colleagues. Weekly Bunshun later reported that only Nakai and a single woman were present at this gathering, leading to allegations of sexual assault against Nakai. The matter was reportedly resolved through an out-of-court settlement with a reported payout of 90 million yen (approximately $578,000).
Fuji TV has initiated an independent investigation into the incident, prompted by concerns regarding the network's alleged practice of using female presenters to entertain high-profile guests.
Nintendo's decision joins a growing list of over 50 companies, including prominent brands like Toyota and Kao Corporation, that have previously withdrawn their advertising from Fuji TV. Nintendo's advertising slots will be temporarily filled with public service announcements (PSAs) provided by the Advertising Council Japan (AC Japan).
The public response to Nintendo's action has been overwhelmingly positive. Many social media users on platforms like X have voiced their support, expressing hope that businesses will continue to prioritize ethical conduct.
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