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.

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