Samsung Ads Can Claim QLED TVs Render ‘100% Color Volume'—With Disclaimers, Says NAD

Samsung was within its bounds to advertise its QLED TVs as rendering “100% color volume” but the set maker should disclose for “context” in a “consumer-meaningful manner” that the claim “references the color volume displayed by the content," said the National Advertising Division (NAD) of the Council of Better Business Bureaus Tuesday. Samsung agreed to run the disclosures, said NAD, acting on a challenge from Samsung rival LG. It also agreed to discontinue other claims it made about the QLED TVs in print and online ads that the sets have “infinite array” technology, that they bring “all shades of color” to life and that the sets’ color “stays true from any perspective, so every seat is a great seat," said NAD. In investigating LG’s challenge, NAD “considered whether the advertising implied that the picture quality of the QLED TV is superior to all other televisions on the market.” it said. “The claims at issue in LG's challenge relate to the QLED's picture quality, lighting technology, and color performance capabilities,” said NAD. LG declined comment on the finding. Samsung representatives didn’t respond to requests for a statement.