Photo/Illutration Suntory Holdings Ltd. Chairman Takeshi Niinami speaks at a regular news conference of the Japan Association of Corporate Executives in Tokyo’s Chiyoda Ward on April 2. (Masaki Hashida)

A major beverage manufacturer is considering resuming running ads on Fuji Television Network Inc. following the investigation of a sexual assault scandal at the network by a third-party committee. 

Takeshi Niinami, Suntory Holdings Ltd. chairman and chief executive officer, made the announcement on April 2.

Many major companies had pulled their ads off Fuji TV after the network's tepid response to allegations that celebrity Masahiro Nakai had sexually assaulted a company female announcer.

In January, many companies started suspending their commercials after the scandal came to light. 

A third-party committee was established by Fuji TV and its parent company, Fuji Media Holdings Inc., which issued its investigation report on March 31.

The report severely criticized Fuji TV’s corporate culture for tolerating sexual harassment, which set the stage for the assault. Furthermore, the company’s inadequate response to the incident caused secondary victimization of the former announcer.

In light of the report, Niinami, who also chairs the Japan Association of Corporate Executives, told reporters that he was considering restarting commercials on Fuji TV at a regular news conference of the association on April 2.

He said this was because the third-party committee’s report “clarified the issues of Fuji TV’s culture and human rights compliance” and he also highly appraised the renewal of the network's management team.

“The content of the report was very clear and can be used as a model for third-party committees,” Niinami said.

He also said the fact that Fuji TV has presented countermeasures to prevent a recurrence of incidents that violates human rights “should be highly evaluated.”

He added that, “President (of Fuji TV) Kenji Shimizu’s determination to protect basic human rights was also clear. His remarks reflected his unwavering determination to change Fuji TV’s culture through the renewed management team.”

“I think it is time to consider resuming placing commercials,” Niinami said.

He also noted, “What is important is if Fuji TV actually can prevent a recurrence. We advertisers need to ensure that the corporate culture has been changing and actions have been taken.”

Meanwhile, Kirin Holdings Co., another beverage giant, announced on the same day that it would continue to suspend advertising on Fuji TV.

“We will be able to consider resuming advertising once we are able to determine that appropriate efforts are being made to provide relief to the victim and to prevent a recurrence,” Kirin Holdings said.

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