The series of issues surrounding Fuji TV has exposed critical problems in Japan’s television industry.
In particular, the sexual assault allegations against Masahiro Nakai, the former leader of SMAP and a popular TV host, which surfaced in early 2025, shook the trust of viewers and sponsors alike.
The allegations were first reported by weekly magazines at the end of 2024, but Fuji TV failed to respond appropriately. As a result, the issue gained significant public attention, leading to a crisis that fundamentally questioned the credibility of the media.
In an era where the speed of information dissemination via the internet is accelerating, the Fuji TV scandal has become a case study in the broader accountability of Japanese media.
{tocify} $title={Table of Contents}Details of the Fuji TV Scandal
In early 2025, Fuji TV faced an even more severe scandal.
Reports emerged that Masahiro Nakai had allegedly assaulted a woman in her twenties in June 2023. Weekly magazines such as 'Josei Seven' and 'Shukan Bunshun' covered the issue extensively in December 2024, putting intense pressure on Fuji TV.
According to reports, Fuji TV executives were aware of the issue from the beginning but failed to take appropriate action or report it to the compliance department.
This lack of transparency led to severe backlash, prompting a mass withdrawal of advertisements from sponsors.
Over 50 companies, including Toyota, Nissan, and Shiseido, withdrew their advertisements, dealing a significant financial blow to Fuji TV.
In response to the crisis, Fuji TV held a press conference on January 17, 2025. However, the restricted media access led to criticism over a lack of transparency.
On January 27, at a follow-up press conference, President Koichi Minato and Chairman Shuji Kano announced their resignations.
Kenji Shimizu was appointed as the new president and pledged to establish a third-party committee to conduct a thorough investigation and implement preventive measures.
The Power Structure and the Culture of Hierarchy
The scandal surrounding Fuji TV has revealed deeper issues beyond individual misconduct – it has exposed problems related to systemic power structures.
One major concern is the treatment of female announcers and talents, a long-standing issue in the industry.
Some female announcers have claimed they were subjected to inappropriate treatment, prompting Fuji TV to launch an internal investigation.
The Media’s Double Standards and Trust Erosion
The severity of this issue lies in the media’s failure to report its own internal scandals while positioning itself as a “watchdog of society.”
Fuji TV cited “protection of personal privacy” as a reason for limiting coverage of Nakai’s allegations, a move that was widely criticized as a lack of journalistic integrity.
By January 2025, many sponsors had suspended their commercials.
Reports indicate that between January 18 and 20, over 350 commercials were replaced with AC Japan ads, and by January 20, 75 sponsors had withdrawn.
By January 25, more than 120 companies had announced ad suspensions, significantly impacting Fuji TV's financial stability.
Furthermore, an analysis by Dentsu suggested that as of the end of January, Fuji TV’s ad revenue was expected to decline by approximately 47% compared to the previous year. (Source: Wikipedia, AP News)
One major factor behind sponsor withdrawals is the growing tendency of Gen Z consumers to prioritize ethical values.
With the rise of social media, corporate ethical issues spread rapidly, leading to more active boycott movements against companies perceived as unethical.
This shift in consumer awareness is considered a key factor behind the sponsor exodus from Fuji TV.
The Backlash Triggered by the "Clean Society" Trend
In recent years, Japanese society has placed unprecedented ethical demands on businesses and the media.
Public scrutiny of fraud and scandals has intensified, and any misstep in handling such issues can quickly lead to a loss of trust.
This trend has been further accelerated by the spread of social media, affecting the media industry as well.
The direct link between scandals and business crises stems from the rapid rise in Japan’s ethical standards.
Criticism of Fuji TV is being framed as an issue of "media governance failure", prompting sponsors to reconsider their advertising investments.
The Rise of ESG (Environmental, Social, and Governance) Investments
Since 2024, major corporations have begun incorporating gender equality initiatives and corporate ethics reinforcement as key management strategies.
Efforts toward environmental and human rights issues significantly influence investment decisions and business partnerships, with mandatory sustainability reporting and ESG score assessments becoming key competitive factors.
This shift is also affecting advertising decisions and business relationships, pushing companies that fail to meet ethical standards toward market exclusion.
Gen Z Consumer Behavior
Among younger generations, a company’s ethical values and social responsibility have become major factors influencing purchasing decisions.
With the rise of social media, corporate scandals and ethical issues spread rapidly, increasing consumer awareness.
Criticism of companies can escalate quickly, often leading to boycotts and brand withdrawals.
For example, when a company is deemed to have handled an issue inappropriately, hashtag campaigns are frequently launched, prompting collective consumer actions.
Fuji TV’s case exemplifies how Gen Z’s emphasis on ethical values is influencing sponsor decisions.
Transparency or Decline?
The course of action for Fuji TV and other commercial broadcasters is clear.
These scandals have not been isolated incidents but have instead revealed weaknesses in governance and management structures.
For media companies to regain trust and ensure sustainable operations, comprehensive reform is essential.
Above all, they must demonstrate transparent accountability to viewers, advertisers, and employees.
Immediate Implementation of External Audits
It is crucial for third-party organizations to scrutinize personnel decisions and management practices to prevent opaque decision-making.
In Fuji TV’s case, allegations of executive interference in staffing have been raised, making transparency an urgent necessity.
To address this, recruitment and promotion processes should be clearly defined, ensuring executives cannot manipulate personnel decisions.
Additionally, an independent audit body should be established to objectively evaluate management strategies and decision-making processes.
Strengthening these oversight mechanisms is essential for long-term corporate growth and trust restoration.
Reducing Dependence on Sponsors
Diversification of subscription-based content and strengthening revenue models are crucial.
Beyond documentary streaming services, media companies should consider launching independent news platforms, niche-specific channels, and exclusive content in collaboration with fan communities.
As the Fuji TV case has shown, over-reliance on advertisers can lead to editorial biases, ultimately eroding viewer trust.
To counter this, companies must introduce alternative revenue models such as premium content subscriptions, live event ticket sales, and crowdfunding-based content production.
These initiatives will help build a stable financial foundation independent of advertising revenue while fostering a stronger direct connection with viewers.
Protection of Whistleblowers
Ensuring that whistleblowers can report misconduct safely requires enhanced legal protections.
Key measures include implementing anonymous reporting systems and establishing an independent third-party oversight body to guarantee fair handling of reports.
In the Fuji TV scandal, reports indicate that whistleblowers were not adequately protected, resulting in a failure to utilize critical information and ultimately damaging organizational trust.
To prevent such situations, strict anti-retaliation policies must be explicitly outlined and enforced with a strong oversight framework.
Furthermore, ensuring that whistleblowers do not suffer career setbacks is essential.
Measures such as guaranteed internal reassignment, support for transitioning to new employers, and, when necessary, vocational training programs should be established to create an environment where individuals can report misconduct without fear of repercussions.
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