Japanese television giant Fuji TV has ceased broadcasting advertisements from Nintendo. This move follows a sexual misconduct controversy involving Masahiro Nakai, a prominent television personality and former leader of the iconic boy band SMAP.

The incident came to light in December 2024, when Josei Seven magazine reported on a dinner organized by a senior Fuji TV executive for colleagues. According to a subsequent report by Weekly Bunshun, the only attendees were Nakai and one female employee. Nakai faced allegations of sexual assault, with the case allegedly being settled privately for approximately 90 million yen (roughly $578,000).

Fuji TV has engaged independent legal counsel to conduct an investigation. This follows growing scrutiny over alleged, informal company practices involving the use of female presenters to entertain high-profile guests.

Nintendo now joins over 50 other corporations, such as Toyota and Kao Corporation, in suspending advertising with Fuji TV. The network will fill the vacant advertising slots with public service announcements from AC Japan, a non-profit advertising council.

The public in Japan has largely praised Nintendo's stance. Many users on the platform X (formerly Twitter) voiced their support, encouraging companies to maintain strong ethical standards in their business dealings.