TCL Sues Samsung Over Alleged False Advertising of Mini LED TVs

Irvine-based consumer electronics firm TCL North America has filed a lawsuit against Samsung Electronics America, alleging the company falsely advertised its M Model televisions as featuring advanced Mini LED technology when the sets lack that feature.

Filed in Los Angeles federal court, the suit claims Samsung’s conduct "has misled consumers and diverted sales from TCL's genuine Mini LED televisions," the California company says.

Pioneered by TCL, Mini LED technology is a television display innovation that provides enhanced dynamic range and sharper contrast between light and dark areas, producing quality imagery comparable to more expensive screen technologies, the complaint states.

TCL launched its line of affordable, authentic Mini LED televisions in the United States in 2023 and subsequently overtook Samsung in market share and sales. The complaint asserts that Samsung lacked a Mini LED product that could compete with TCL's QM models on price and quality.

Rather than designing a genuine Mini LED lineup as a competitive entry, TCL alleges Samsung repackaged its basic standard LED television, the Crystal UHD, as its M Model Mini LED at prices undercutting TCL's genuine Mini LED sets.

Samsung's Crystal UHD and M Model Mini LED products are nearly identical and neither features Mini LED technology, the suit contends. In less than three months, Samsung's Mini LED television sales rose almost fourfold, according to TCL.

"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."