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Samsung get their wrists slapped by the ASA

4th September 2009 | Comments

Samsung has been told off by the Advertising Standards Agency, the UK's independent advertisment policing authority, for misleading claims about their latest range of LED-backlit LCD TVs.

The ruling is based on the mix of LED and LCD technology involved. The Samsung range of "LED TVs" contain edge LEDs used to illuminate a standard LCD screen. This means that unlike the new range of LED TVs from Sharp, LEDs are not spaced across the whole width of the screen from corner to corner. Instead LED lights are placed around the edge of the screen beneath the frame, allowing localised dimming. Whilst this technology produces better contrast ratios, it is disputed whether TVs made using this technique can be advertised as"LED TVs".

Samsung's TV advertising campaign - aired earlier this year and also available to view in our videos section - coupled with magazine ads managed to invoke five complaints from the public. According to the ASA's ruling, "two complainants challenged whether the ads misleadingly implied that the product had an LED (Light Emitting Diode) display, when in fact it merely used LEDs for backlighting". This complaint was upheld, with the TV advert breaking rules regarding misleading advertising, whilst the magazine advert broke advertising codes relating to truthfulness.

Until amended by Samsung, the "misleading" adverts have been banned from appearing again. However Samsung are permitted to continue to use the term "LED TV", as long as future marketing communications accurately describe the technology used in the product .

In response to the ruling, Samsung was quoted to have said: "Samsung welcomes the clarification the ASA decision gives in relation to our LED TV advertisements. 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. We appreciate that more clarification is required in relation to the LED usage within the product and will ensure this is clearly outlined in future communication."