The National Advertising Division of the Better Business Bureau has recommended that LG Electronics halt advertising claims made for its 3D television and glasses in comparison to 3D offerings from Samsung and Sony.
The advertising claims were brought to the attention of the Better Business Bureau division when Samsung and Sony challenged their veracity.
LG’s claims were about its “passive” 3D products compared to “active” 3D products from Samsung and Sony. Passive 3D technology requires the use of lighter 3D glasses, and the active requires heavier, bulkier battery-powered electronic glasses.
The recommendation to stop the ads is not binding, however. The National Advertising Division (NAD) of the Better Business Bureau is one of the investigative arms of the advertising industry’s voluntary, self-regulating program. And in “advertiser’s statements” LG essentially said that it disagreed with the
recommendation that LG discontinue its 3D TV consumer preference claims.
In its findings, NAD cited statements such as “Four out of five consumers prefer LG Cinema 3D over Sony and Samsung Active 3D in head-to-head comparison,” and “Consumers’ clear preference for passive 3D” has been demonstrated by “independent, unbiased research.” NAD also called attention to similar language in LG advertisements specific to the brightness, color, picture quality, and viewing angle of its 3D product in relation to those from Sony and Samsung.
The research was done by a company called Morpace, electronics news site TechCrunch reports. In its findings, NAD called the test results, or “consumer-perception evidence,” materially flawed.
Check out how LG’s first passive 3D TV stacked up in our First Look, plus the passive 3D TV with app for 3D VOD movies it showed off last fall.
For information about 3D television in general, you can check out our TV Buying Guide, which includes
3D TV Ratings & Reliability (available to subscribers).
Better Business Bureau Calls Out LG For False Advertising TechCrunch
NAD RECOMMENDS LG ELECTRONICS DISCONTINUE LINE CLAIMS FOR CINEMA 3D TELEVISION, 3D GLASSES Claims at Issue Challenged by Samsung, Sony NAD
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BBB to LG: Stop ad claims for Cinema 3D television and 3D glasses