Samsung LED TV ads called 'misleading' by U.K. authority

(Credit: DisplaySearchBlog)

When Samsung's first edge-lit LED-backlit LCD displays hit stores last spring, we were careful to point out that despite the company's use of the term "LED TV" to describe the sets, they were just LCD displays with a fancier backlight. That didn't stop Samsung from using the term in its worldwide advertising, however, some of which has appeared on CNET.

In the U.K., though, the company will have to stop using "LED TV" to describe these sets. The Advertising Standards Authority, a self-governing body set up to police advertising standards, has ruled that the term violates two of the country's advertising codes for being misleading. According to the ruling, "the ads must not appear again in their current form."

(Update 9/2/2009, 2:04 p.m.: The ASA determined that the term "LED TV" can be used in the U.K., provided there is additional description to clarify that the TVs in question are using LED backlighting technology.)

Of course the ruling has no bearing outside the U.K. The Federal Trade Commission enforces truth-in-advertising standards in the United States, but has not yet taken similar action.

Among makers of LED-backlit LCD displays, currently Samsung's U.S. Web site, as well as those of LG and Toshiba, use the phrase "LED TV," while Sony's and Sharp's do not. We're hoping Vizio avoids the misleading lure of "LED TV" as well.

(Source: DisplaySearchBlog via EngadgetHD)

[C0mmanderB0nd]

Oh the irony of an abbreviated article with little substance, but a link where you can actually find the details, pointing out how Samsung is in trouble for simplifying "LED-Backlight LCD Display" to LED TV.

Also if LED TV is "misleading" then lets not even open up the can of worms on what exactly HD TV should be defined as....between 480p, 720i, 720p, 1080i, and 1080p. Where is the UK standards board on that ???

[lixpaulian]

Sorry, but HDTV means everything over 720i. Things are here quite clear. LED-TV is indeed misleading.

[Benfea]

That's where you're wrong, C0mmander. The term "LED TV" is already in use, and it is not in use to describe "LCD TV, but with LED backlighting instead of fluorescent backlighting". As for your second comment, the HDTV specification includes all the resolutions and interleave modes you describe, so how could it be misleading to refer to any of them as "HDTV"?

You're batting 0 for 2 so far. Maybe you should quit while you're ahead.

[April_Whitehouse]

Commander -

Couldn't agree with you more. What a joke. Looks like another government agency that is trying to justify their existence. I just read this on Engadget and said the same thing. I wonder if Samsung forgot to donate to the ASA fund this month or something like that. It seem to me that there are worse cases of ?misleading? advertising than calling a LCD TV with LED backlight, ?LED TV?. If the TVs didn?t have LED backlighting and Samsung was calling them LED, than that would be a problem but this seems like a real waste of everyone?s time.

[fallstampa]

I think they figured they could call them that since 'cathode ray' was sometimes used to describe older TV's. Also, LED's are known for their efficiency and it makes sense to advertise your products strong points. But explain it better, the average consumer will appreciate it.

[narratorjuan]

I don't know. With OLED screens slowly coming on the market and gaining awareness, advertising as LED TV might lead to confusion to the less clued-up.

[loki2240]

I agree. Most people don't frequent sites like Cnet and are much more prone to being confused (and misled). Personally, I've seen people confuse Samsung's LED-edgelit LCD's with OLED's, LED-backlit LCD's, and some totally new type of display.

I can't say that Samsung is intentionally trying to mislead consumers. But I did feel like there was a bit of a bait and switch, when Samsung announced and launched the LED-edgelit LCD's instead of newer, better, cheaper LED-backlit LCD's with local dimming. I know that the UNxxB9000 series is on the way, but a late Spring/early Summer release would've made for much better Black Friday and Christmas pricing.

[nwzomer]

Oled screens are awesome.;l.. But come on Sony Stop lying!!

[TomMariner]

It's strange that Samsung is the leader in applications of AMOLED, the first real LED pixels. And contrary to comments, up close and personal it is awsome. -- I am in the business of imaging and the clarity, viewing angle, low power, etc. is (almost ) worth the price of admission. And LED backlighting ain't too bad either -- but you have to call it LED backlighting of LCD.

Tough to understand why the guys who will probably be the first to come out with the first real LED HDTV's would poison public opinion with outright exaggerations.

[WillyWiz]

Seems like people are ganging up on Samsung because they are the new top dog in TVs. I'm sure the people complaining about this were other TV makers who were jealous that Samsung got their LED TVs in market faster than them. Companies can be so childish sometimes.

LG and Sharp both call their LCD TVs with LED lights "LED TV". Check it out:
http://www.youtube.com/watch?v=mGFtY7ixSdY

I'm sure Sony will do the same thing.

[lorax1284]

I act as advisor to friends on their HT purchases, and having to explain the difference between so-called "LED TV" and "LCD" is a hassle.

Of course, you have to further differentiate between LED "sidelighting" from the more-sophisticated "local dimming" where the backlight is in 'regions' and dim if the region of the picture it is lighting is dark. The size of these regions is also a factor (how many individual pixels they affect).

So, while they're trying to differentiate themselves, they're introducing generic terms that should probably be trademarks... I thing Samsung should call them something like "SammyLight LCDs" and then describe how SammyLight is sooo superior.

Good on the UK for stopping this. Now, if only the US / Canada govt's would make the cell phone companies charge by the second, rather than stealing I mean rounding up to the nearest minute.

[HJ-Ziggy]

this is like calling a 4x4 awd

[jtoepfer]

The public is easily confused on topics like this. This is a misleading advertising strategy...but is it morally wrong and should be made illegal? There are LED's in the TV afterall. I disapprove, but do we really need more government intervention in ANY industry?

[rowell0608]

"LED TV" is "LCD TV with LED edge-litghting or local dimming". I believe a buyer buys a LED TV because it is a LCD TV with edge-lit or locally dimmed LED and not because it is made of maily with LED. Manufacturer merely use LED TV as catch-phrase and always describe their TVs as LCD with LED technology.