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ASA Slaps Samsung For Using Misleading LED TV Moniker

ASA, UK's advertising watchdog, ruled last week that Samsung must stop calling its LED TV range, LED as they are not powered by Light Emitting Diodes per se.

Five people complained about this and the ASA upheld the complaints, saying that Samsung had breached rules in "misleading advertising and truthfulness in advertising".

Samsung actually uses LED Backlit LCD Television and has been told by the Advertising Standards Authority to rewrite its UK advertisements and modify its UK campaign or face the consequences.

The company issued a statement saying that "We are pleased that we can continue to use the term LED TV as we believe it will continue to be the commonly used industry term."

In its ruling (which was issued one week ago), the ASA said that it considered that Samsung's ads implied that its TV displays were made totally of LEDs similar to some outdoor displays. But that was clearly not the case.

The organisation added that “the ads were ambiguous and did not make clear how the TVs utilised the LED technology, the ads were likely to mislead.”

Ironically, the ASA said that the terms "LED TV" was "was not adopted consistently throughout the industry", something that Samsung rightly refuted. However, a number of players including Toshiba and Sharp are set to launch LED TVs in the next few months.

Our Comments

Back in May this year, a writer from Displayblog noticed the fact that Samsung's marketing lingo had adopted LED in lieu of LCD. A quick search for Samsung LED still bring more than 20 million results on Google. This means that whatever the outcome the association between LED TVs and Samsung is likely to last for sometimes.

Related Links

ASA Adjudications (opens in new tab)


LED There Be Confusion (opens in new tab)


UK Proclaims “LED TV” Misleading (opens in new tab)


Truth in advertising prevails in UK, Samsung to re-word 'LED TV' ads (opens in new tab)


ASA bans Samsung LED TV ads (opens in new tab)


Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.