In light of escalating public outrage over a sexual assault allegation against a beloved figure, corporate sponsors choose social responsibility over profits.
**TV Scandal Rocks Japan: Advertisers Abandon Major Broadcaster Amid Outrage**
**TV Scandal Rocks Japan: Advertisers Abandon Major Broadcaster Amid Outrage**
The fallout from a scandal involving a popular TV host has sparked a massive boycott of his employer, Fuji Television, leading to a complete withdrawal of advertisements.
A scandal involving a prominent former boy-band star, who transitioned into a top television host, has triggered a wave of public fury and corporate action in Japan. The controversy erupted following reports that he allegedly paid hush money to silence a woman regarding unspecified misconduct. Subsequent allegations identified these actions as a potential case of sexual assault, raising ire not only against the individual but also against Fuji Television, the network that employed him.
On Thursday, the accused host announced his resignation, although by then, the situation had catalyzed a significant reckoning in the industry. International investor concerns led to a sweeping corporate boycott, resulting in over 75 major companies, including automotive giant Toyota, telecommunications leader SoftBank, and the operator of McDonald’s Japan, to withdraw advertising and sponsorship deals with the broadcaster. As a consequence, Fuji Television's programming is devoid of commercials, now dominated by unpaid public service announcements, a stark reflection of the severity of the response.
"Effective immediately, we will halt all advertising with Fuji Television until they initiate a thorough investigation, clarify the facts, and take appropriate corrective action," stated Takeshi Minakata, president of Kirin Holdings Co., highlighting the company's commitment to its human rights policy.
Industry experts suggest that this backlash is indicative of a cultural shift in Japan, considering heightened intolerance toward sexual misconduct, a sentiment that arguably intensified following the revelations of abuse perpetrated by the late founder of Johnny & Associates. Following his demise in 2019, he never faced charges for the longstanding abuse, while corporate sponsors were criticized for their alleged silence.
This incident marks a crucial turning point, showcasing how public sentiment in Japan is evolving, demanding accountability and transparency from not just individuals but the institutions that support them. The repercussions of this scandal could redefine the elements of responsibility for companies and their endorsements.
