LG’s OLED TV 'Perfect Black' Ad Claims Are Referred to FTC for ‘Further Review’

The Council of Better Business Bureaus' National Advertising Division will refer to the FTC for “further review” LG’s ad claims that its OLED TVs render images of “perfect black” and “infinite contrast,” said the ad industry’s self-regulatory agency Friday. LG said in April it would appeal to the National Advertising Review Board NAD’s recommendations that it discontinue the claims (see 1804190043), but instead asked NAD to reopen the case, citing “new evidence” the claims are accurate, said NAD. After NAD denied the request, LG refused to discontinue the claims, prompting the agency to refer the matter to the FTC under “policies and procedures governing self-regulation,” it said. LG's ad claims "are accurate, and our additional evidence is very strong," emailed the company Friday. "LG will continue to make truthful claims in the marketplace." It referred us to a citation in NAD rules that a recommendation to discontinue a claim “is not a finding of wrongdoing, and an advertiser's voluntary discontinuance or modification of claims should not be construed as an admission of impropriety.”