ASA slams Samsung TV ads

The Advertising Standards Authority (ASA) has upheld complaints that advertisements for Samsung televisions were misleading, and has ordered them not to be used again.

A television advert described how "Samsung LED technology" created "sharper images, deeper blacks and brighter colours " and magazine adverts contained a logo stating "LED TV Next Generation TV."

Five people complained to the ASA. Two asked whether the adverts misleadingly suggested that the televisions used LEDs (Light-emitting Diodes) to create the display image, when in fact they use them as backlights.

Most LCD televisions sold today use cold-cathode fluorescent tubes as a light source for the LCD screen, but some newer models, including the Samsung TVs in question, use LEDs instead.

Samsung argued that the type of product in question was now commonly known as an "LED TV". It also submitted evidence to show that the phrase had been used by other companies to describe this kind of television.

However, the ASA ruled that the phrase "LED TV" was not adopted consistently throughout the industry and that the adverts were likely to mislead.

It found the adverts in breach of the CAP broadcast and non-broadcast codes, ordered Samsung not to re-use them in their current form and told Samsung to ensure that future adverts "described the technology accurately".

In response to the adjudication Samsung said that it would continue to use the phrase "LED TV" in advertisements, but that it would add information to clarify exactly how the technology works.

In a statement the company said that it welcomed "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", it said.