Dozens of companies withdraw ads from Fuji TV over sexual assault scandal

More than 50 companies, including major names such as Nissan, Toyota, Shiseido, and Seven & I Holdings, have suspended their advertisements on Fuji Television in response to allegations of a cover-up surrounding a sexual assault case linked to Masahiro Nakai, a prominent TV host and former member of the boy band SMAP, and a Fuji TV employee, according to media reports. 

The controversy stems from reports of a 2023 dinner party, where Nakai has been implicated in the alleged sexual assault. In December, the weekly magazine Shukan Bunshun reported that Nakai reached a ¥90 million (US$578,000) settlement with the woman involved. Nakai later acknowledged the settlement, describing it as a resolution to "a trouble," while denying the use of any violence. Despite the severity of the allegations, the broadcaster did not disclose the matter for six months.

Don't miss: Meta faces lawsuits in Japan over fake celebrity-endorsed investment ads

Public outrage grew after a press conference last Friday, during which Fuji TV President Koichi Minato apologised but defended his employees, stating that he believed they had done nothing wrong. Minato also confirmed that the company would launch an investigation but provided little detail on the steps to be taken.

The network's handling of the case has drawn widespread criticism for its lack of transparency and contrition, leading to a cascade of advertiser pullouts. Initially slow, the withdrawals accelerated after the press conference, with many companies opting to replace their commercials with public service announcements. Nissan, for instance, stated it would monitor developments before making further decisions.

Adding to the pressure, Rising Sun Management, one of Fuji TV's largest shareholders and an affiliate of the US-based Dalton Investments, has publicly demanded a comprehensive investigation and accountability measures.

The scandal comes amid a broader reckoning within Japan's entertainment industry. Fuji TV's woes echo the massive fallout faced by Johnny & Associates, a now-defunct talent agency that managed SMAP and admitted in 2023 to decades of systemic sexual abuse by its late founder, Johnny Kitagawa.

For Fuji TV, the advertiser exodus represents a significant financial and reputational crisis, with the broadcaster now under immense scrutiny to restore trust among its corporate partners and the public.

Related articles:
Kim Kardashian named Balenciaga ambassador following controversial ad scandal
How 'celebrity water' FIJI Water stays relevant while retaining its pure image
Peloton removes recent Chris Noth ad after sexual assault allegations surface