Nintendo has reportedly taken steps to lobby the Japanese government in an effort to push back against the growing use of generative AI. The development came to light through a recent post from Satoshi Asano, a member of Japan’s House of Representatives with the Democratic Party for the People, who has been actively gathering public opinion on AI-related issues via social media.
In his remarks, Asano acknowledged the convenience of generative AI but emphasized the growing risks it poses to creators’ rights. He cited several high-profile lawsuits, including domestic cases such as the 2025 suit in which Yomiuri Shimbun sought 2.17 billion yen in damages from Perplexity AI for unauthorized use of articles. Other Japanese newspapers, including Nikkei and Asahi, have also pursued legal action over similar concerns. Abroad, The New York Times has filed suit against OpenAI, while Getty Images is engaged in a legal battle with Stability AI.
The Japanese government has already begun considering measures to address these issues. The Ministry of Economy, Trade and Industry (METI) recently published a “Generative AI Utilization Guidebook for Content Creation,” advising companies to verify whether AI-generated works closely resemble copyrighted material. Some major corporations, such as DeNA, have shifted toward building AI systems trained exclusively on proprietary data.
According to Asano, Nintendo is among the companies choosing to avoid the use of generative AI in order to safeguard its intellectual property. The company, long known for its strict approach to protecting its IP, is also said to be engaging in direct lobbying efforts with the government on the matter. While the details of these lobbying activities remain unclear, they appear to reflect Nintendo’s broader strategy of ensuring strong legal protections for its creative assets.
Asano added that his party will continue to promote what he called the “ethical use of generative AI,” while also exploring the possibility of tighter regulations. He noted that feedback gathered from creators will be incorporated into future policy discussions.
Nintendo’s move is consistent with its longstanding reputation for defending its intellectual property against perceived threats, ranging from fan projects to emulation. However, the ultimate impact of its lobbying efforts will depend on how the Japanese government balances innovation in AI with the protection of rights holders and creators.
