Toyota resumes ads on Fuji TV after scandal fallout subsides
Toyota Motor Corp. has resumed airing commercials on Fuji Television Network Inc. for the first time since suspending them in January, following a sex scandal involving a celebrity associated with the broadcaster.
The automaker confirmed on July 29 that its commercials began airing again in late July during Fuji TV's late-night news program "FNN Live News Alfa."
Toyota stated that advertisements would be placed in ways approved by its customers and stakeholders. The company did not clarify whether ads would return to other time slots or programs.
The withdrawal of major advertisers from Fuji TV began earlier this year following allegations that renowned talk show host Masahiro Nakai sexually abused a Fuji TV news presenter.
The scandal sparked a widespread public backlash directed not only at Nakai but also at Fuji TV employees and executives involved, raising questions about the network's governance and crisis management.
Consumer goods giant Kao Corp. also announced plans to resume commercials on Fuji TV beginning Oct. 1.
Ads are scheduled to return to programs including "Sun! Shine" and "Nep League," as well as the network's Monday 9 p.m. drama slot.
Kao explained that its decision was based on sufficient progress made by the broadcaster in addressing the issue, including compensation to the victim, measures to prevent a recurrence, governance reforms and increased transparency.
Major food company Meiji Co. will also return to Fuji's commercial lineup, starting Aug. 1 across two programs.
The company cited notable corporate reforms and leadership changes as the reason for its renewed confidence in the network.
With the industry leaders resuming advertising, momentum may build for other companies to follow suit.
(This article was written by Kaname Ohira, Masaki Hashida and Kenro Kuroda.)
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