Irvine-based consumer electronics company TCL North America Monday sued Samsung Electronics America for allegedly falsely marketing its M Model televisions as having advanced Mini LED technology, when the TV sets contain no such technology, according to TCL.
The case filed in Los Angeles federal court alleges Samsung’s conduct “has misled consumers and diverted sales from TCL’s genuine Mini LED televisions,” the Orange County company says.
Said to be pioneered by TCL, Mini LED technology is an advancement in television displays that provides for greater dynamic range and increased contrast between light and dark areas, resulting in a higher-quality picture comparable to screens using more expensive technology, the suit states.
TCL released its range of affordable, genuine Mini LED televisions in the United States in 2023, and overtook Samsung’s sales and market share of Mini LED televisions, TCL alleges.
The complaint contends that Samsung did not have a Mini LED product that could compete on quality and price with TCL’s QM models.
Rather than design and develop a genuine Mini LED line as a competitive entry in the marketplace, TCL alleges that Samsung instead rebranded and repackaged its basic standard LED television, the Crystal UHD, as its M Model Mini LED at pricing below TCL’s genuine Mini LED models.
Samsung’s Crystal UHD and M Model Mini LED products are nearly identical and neither contain Mini LED technology, the lawsuit alleges. In less than three months, according to TCL, Samsung’s Mini LED television sales nearly quadrupled.
“Consumers rely on manufacturers to present their products honestly,” TCL attorney R.C. Harlan said in a statement. “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.”
A Samsung representative could not immediately be reached for comment.
This headline is misleading. ‘Irvine Company’ didn’t sue Samsung. Irvine based company did.