Samsung, LG Electronics Had Dispute over Hype in Australia Advertising Expressions

The Advertising Claims Board (ACB) of the Advertising Standards Bureau (ASB) of Australia recently announced that three out of four marketing terms related to Samsung QLED TVs and two out of nine marketing terms related to LG OLED TVs should not be used. Previously, both South Korean companies called into question the appropriateness of the marketing expressions of each other, claiming that the expressions were false or exaggerated.

According to the ACB, the expressions of Samsung Electronics in question were color volume 100%, high dynamic range (HDR) 2000, and no gap wall mount. The ACB said that QLED including the meaning of self emission can be used in relation to LCD TVs requiring backlights as of now, although LG Electronics claimed the opposite, because of unclear standards.

At the same time, the ACB ordered LG Electronics to delete no color filter and perfect image from any angle, saying the expressions can be misleading or deceptive. In addition, the ACB told LG Electronics to replace infinite contrast range with infinite contrast ratio while saying the use of perfect black, superior image and one billion colors is not problematic.

The dispute arose in July last year, when LG Electronics raised an objection. Then, Samsung Electronics refuted its argument in September. The ACB released its rulings in October and December, and the dispute was settled early this month as both LG and Samsung accepted the rulings.