Fuji TV, one of Japan's premier television networks, has ceased broadcasting advertisements for Nintendo due to a sexual scandal involving Masahiro Nakai, a well-known TV host and former leader of the SMAP boy band. The controversy erupted in December 2024 when Josei Seven magazine disclosed that a senior Fuji TV employee had arranged a dinner for colleagues. However, according to Weekly Bunshun, only Nakai and a single woman were present at the event, leading to allegations of sexual assault against Nakai. The matter was settled out of court with a payment of 90 million yen, equivalent to approximately $578,000.

In response, Fuji TV has engaged independent legal counsel to probe the incident, amid concerns over the network's alleged practice of employing female presenters to entertain celebrities. This has prompted a significant backlash, with Nintendo joining a list of 50 other companies, including giants like Toyota and Kao Corporation, in pulling their advertisements from Fuji TV. In their place, Fuji TV will now air public service announcements provided by the Advertising Council Japan (AC Japan), a non-profit organization.

Nintendo's stance has been warmly received by the Japanese public. On social media platforms like X, numerous users have voiced their support for Nintendo's decision, expressing hope that companies will continue to prioritize ethical business practices.