Chinese consumer electronics company TCL has sued South Korea's Samsung in a Los Angeles federal court, accusing its rival of falsely advertising some televisions as using "Mini LED" technology.
According to Reuters,the lawsuit, filed on Monday, alleges Samsung falsely marketed its M Model televisions as featuring the technology, which is designed to improve picture quality.
The legal dispute comes as a preview ahead of the IFA consumer technology fair in Berlin, Germany. TCL has previously displayed its Mini LED television screens at booths during the annual event.
The Core of the Dispute
Mini LED technology in televisions is designed to deliver a substantially better picture with greater dynamic range and higher contrast ratios. However, the lawsuit alleges that Samsung's M Model televisions contain none of the technological advancements associated with Mini LED technology.
Instead, the complaint alleges these televisions are recycled from Samsung's standard LED televisions.
A central focus of the allegation is that the products do not use key Mini LED technology such as local dimming. According to TCL's claims, marketing these televisions as "Mini LED" without these essential features could potentially mislead consumers.
"Samsung's false advertising misled consumers who wanted the higher picture quality associated with Mini LED televisions into buying Samsung's falsely labeled product, unfairly damaging TCL's sales, goodwill, and valuable technology in the process." — R.C. Harlan, TCL Attorney said in a statement as quoted by Reuters.
Allegations of Recycled Technology
The legal complaint presents a sharp critique of Samsung's product positioning and marketing strategy. TCL alleges that its competitor took a standard product and repackaged it under a premium technology label to attract buyers.
In the court filing, TCL claimed that Samsung "took a cheap, non-Mini LED model from a recycled product line and peddled it to the public as a 'supreme' Mini LED model at an attractive price point."
The Chinese manufacturer contends that the M Model televisions, which Samsung launched in March, were falsely advertised as featuring Mini LED technology despite lacking the necessary physical components.
Samsung Vows Vigorous Defence
In response to the legal action, Samsung has strongly defended its marketing practices and the technical integrity of its television line-up. The South Korean technology giant has indicated that it will not back down from the legal challenge.
Court Remedies Sought
The legal battle represents a significant clash between two of the world's largest television manufacturers. TCL has asked the Los Angeles federal court for an order blocking Samsung's "Mini LED" advertising of the disputed models. The company has also requested an unspecified amount of monetary damages.
