Toyota has decided to pull its TV ads from the 2020 Tokyo Olympics amid a backlash surrounding the Games.

According to Carscoops, the world’s second-largest automotive manufacturer has cancelled its TV ad campaign for the Olympics within Japan, citing growing concerns around the safety of the XXXII Olympiad, set to begin later this week, due to the ongoing Covid-19 pandemic.

According to Japanese newspaper Yomiuri on Monday, a spokesperson for the company said “the Olympics is becoming an event that has not gained the public’s understanding” – just one day after Tokyo reported 1008 Covid-19 cases. The city’s current seven-day average is 1068.

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It is understood Toyota’s CEO Akio Toyoda will now not be attending the opening ceremony on Friday, despite his firm having heavily invested in a campaign showcasing Japanese athletes with its products.

A spokesperson for Toyota USA told Carscoops: “In Japan, the local Toyota office previously decided not to air the campaign out of sensitivity to the Covid-19 situation in the country.”

Toyota had also planned to undertake a marketing campaign on-site at the Olympics but had to shelve the plans due to spectators not being allowed for the first time in its history.

More than US$3 billion (AU$4.1bn) has been spent on sponsorship of the Tokyo Olympics by businesses, with Toyota understood to be one of the biggest backers.

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