Japan's Fuji TV hit by ad boycott over sex scandal

Dozens of major companies, including Nissan, Toyota, and the owner of 7-Eleven, have pulled their advertising from Japan's Fuji Television following a sex scandal involving popular TV host Masahiro Nakai.

The scandal centers around allegations that Nakai, a former member of the iconic J-Pop group SMAP, sexually assaulted a woman at a 2023 dinner party. The alleged assault reportedly occurred at a party arranged by a Fuji TV staff member.

The weekly magazine Shukan Bunshun first reported on the scandal in December 2024, revealing a 90 million yen (US$578,000) settlement between Nakai and the alleged victim. Nakai acknowledged the settlement but denied any wrongdoing.

The initial reports did not immediately trigger a major advertiser backlash. However, a subsequent press conference by Fuji TV, criticized for its lack of transparency and contrition, prompted numerous companies to pull their ads.

Major advertisers, including carmakers, retailers, and insurers, have withdrawn their ads from the network.

The scandal has intensified scrutiny of Fuji TV's handling of the situation and has raised concerns about the company's corporate culture.

The incident comes amidst a wave of sexual assault scandals in Japan's entertainment industry. The 2023 revelations of widespread sexual abuse by the late Johnny Kitagawa, founder of the powerful talent agency Johnny & Associates, have shaken the industry and sparked calls for greater accountability.

This incident highlights the growing pressure on Japanese companies to address sexual harassment and assault allegations.

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