Suntory resumes adverts on Fuji TV following network controversy
Japanese drinks giant Suntory has announced it will resume running its commercials on television network Fuji TV in July after a six-month boycott.
Suntory was one of around 50 sponsors who halted commercials on Japan’s Fuji TV in the wake of a sexual misconduct scandal at the network.
Fuji TV came under scrutiny in January over its involvement in an allegation of sexual assault against TV host and former boy band member Masahiro Nakai.
Nakai, who was the former lead member of now defunct music group SMAP, once the best-selling boy band in Asia, was linked to an alleged sexual assault against a woman at a party organised by a Fuji TV employee in 2023.
Fuji TV denied involvement in the incident, saying that the employee who reportedly set up the meal neither arranged nor was aware of it.
However, the network came under fire after a news conference on 17 January with critics accusing the company of lacking transparency on the issue.
Suntory Holdings was one of many high-profile sponsors to pull its ads off the network in light of the scandal. Nissan Motor Co, Toyota Motor Corp, cosmetics maker Kao Corp, Lawson, Seven & i Holdings Co, McDonald’s Japan and job-matching app Timee all also distanced themselves from Fuji TV.
Suntory told db at the time that the company had made a comprehensive decision to suspend its commercials on Fuji TV from 20 January.
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The drinks giant has now said it will resume running ads on the network from July.
Suntory’s decision comes just days after Fuji TV parent company Fuji Media Holdings announced major reforms at a shareholder meeting held on Wednesday (25 June).
At the beginning of the meeting, Fuji Media Holdings president Osamu Kanemitsu apologised to shareholders for a series of scandals at the company. He referenced the “sexual violence” incident involving former TV host Nakai as well as the company’s mishandling of the fall-out.
“We would like to first and foremost express our sincere apologies for any inconvenience and concern caused by a series of incidents at our subsidiary, Fuji TV,” he said.
“We take this situation very seriously and are vigorously promoting human rights compliance awareness and governance reform … We sincerely ask for the continued support of our shareholders,” he continued.
Kanemitsu stepped down after the shareholder meeting. Fuji Media Holdings secured majority approval for its new board of directors during the meeting, which saw a considerable overhaul of the old guard, according to the Japan Times.
Fuji TV president Kenji Shimizu announced a reform plan for the network at the meeting on Wednesday.
“The shareholders’ confidence in the new management structure has created an environment in which we can steadily implement the reform action plan of our future management policy,” he said.
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