Japan's Fuji Television Network, a major 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 erupted in December 2024 when Josei Seven magazine published a report detailing a dinner arranged by a senior Fuji TV employee for colleagues. Weekly Bunshun's subsequent reporting narrowed the attendees to Nakai and a single woman, leading to allegations of sexual assault against Nakai. The matter reportedly concluded with an out-of-court settlement 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 male celebrities.

Nintendo's action joins a growing boycott of Fuji TV, with over 50 companies, including Toyota and Kao Corporation, previously withdrawing their advertising. Nintendo's ad slots will now feature public service announcements from the Advertising Council Japan (AC Japan).

The public response to Nintendo's decision has been overwhelmingly positive, with many X platform users expressing support and urging continued adherence to ethical business practices.