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Biz News Korea(Eng)
Samsung, LG go head-to-head in Australia over TV ads
- Collected
- 2018.01.28
- Distributed
- 2018.01.29
- Source
- Go Direct
Australia’s Advertising Claims Board (ACB) recently settled the dispute with its ruling on whether certain claims in advertisements for Samsung’s QLED TV and LG’s OLED TV were deemed misleading.
The dispute was sparked in July last year when LG first filed a complaint against Samsung for misleading and deceptive conduct in advertising its television, with Samsung issuing a counterclaim on similar charges a few months later.
The board found fault with several statements in both companies and ordered them to be removed from the ads. For Samsung, three out of the four claims in question were deemed misleading while for LG, two out of nine were found problematic.
In the case of Samsung, the statements used to highlight the high resolution of its QLED TV - “color volume 100%” and “high dynamic range 2000” - were found to be exaggerating the capability of the product. The phrase “no gap wall mount” used to describe how the TV sits flat against the wall was also considered misleading.
For LG, the statements “no color filter” and “perfect image from any angle” were pointed out as claims likely to mislead or deceive consumers.
A similar battle between the two companies took place in 2012 when LG issued a complaint to the ACB accusing Samsung of violating the advertisement ethics code in promoting its washing machine. The board had then ruled in LG’s favor and Samsung had to take its commercial off the air.
By Hwang Hyung-gyu and Kim Hyo-jin
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]