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 scandal originated in December 2024 with reports in Josei Seven magazine detailing a dinner arranged by a senior Fuji TV employee for colleagues. Subsequent reporting by Weekly Bunshun indicated that only Nakai and one woman were present at the event, 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 regarding an alleged company practice of using female presenters to entertain celebrities.

Nintendo's decision follows similar actions by approximately 50 other companies, including Toyota and Kao Corporation, who have previously suspended their advertising partnerships 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 overwhelmingly positive, with many users on X expressing support and encouragement for companies to maintain high ethical standards in their business practices.