Hisense, TCL accused of deceptive marketing in US, as they challenge market leader Samsung
Chinese TV-makers are facing legal challenges in the US for misleading consumers by claiming that their QLED screens incorporate highly advanced quantum-dot technology for better image quality when they do not.
Industry experts warn that these "deceptive" attempts by Chinese companies to outpace their Korean rivals who lead the premium QLED TV market are only undermining their own positions in the high-end segment.
Last week, Robert Macioce, a New York resident, filed a class-action complaint in the US District Court for the Southern District of New York, accusing Chinese TV supplier Hisense of falsely advertising its QLED-labeled TVs as featuring quantum-dot technology when they either lacked it entirely or contained an insufficient amount of QD materials to improve performance.
Earlier in the same month, a similar class-action complaint was filed against TCL, another Chinese TV manufacturer, in the Superior Court of the State of California for the County of Riverside.
Macioce, who filed the lawsuit individually and on behalf of over 1,000 similarly affected consumers, purchased a 43-inch Hisense QD5 TV from Best Buy for $159.99 in November 2023, according to the complaint.
He claims that Hisense falsely advertised its QLED-labeled TVs as containing advanced quantum-dot materials and offering superior picture quality and more vivid colors compared to standard LED models — while charging a premium price.
Macioce argues that had he known the TVs did not genuinely incorporate QLED technology or contained it only in negligible amounts insufficient to provide the advertised benefits, he "would not have purchased the products, or else would have paid substantially less for them."
"As a result of Hisense’s unfair, deceptive, and/or fraudulent business practices, owners of Hisense QLED televisions, including the plaintiff, have suffered ascertainable losses," the complaint contends.
Similar arguments are being leveled by Stephan Herrick, who filed the similar complaint against TCL.
QLED, or quantum-dot LED, TVs use a quantum-dot layer on top of light-emitting diodes to produce more accurate and vibrant colors. Due to the complexity of the technology and the high cost of materials, QD-incorporated TVs are considered premium models.
Korea's Samsung Electronics and LG Electronics are the top two sellers of QLED screens in the global TV market.
"Selling products based on false information is the same as deceiving consumers and must be corrected," an industry official said. “The quantum-dot technology itself is complex, and QD materials are also very expensive."
In the meantime, TCL is also under investigation by Korean antitrust authorities for the same false marketing allegations, following a complaint filed by Hansol Chemical — a key supplier of QD materials to Samsung and LG — in November 2024.
"About 80 percent of all TVs sold globally are LCD TVs, with only a few premium models incorporating more expensive QD materials," a Hansol official said. “Labeling LCD TVs without QD materials as ‘QD TVs’ can significantly damage consumer trust in the overall QLED market.”
Competition in the QLED TV market is intensifying as the premium segment continues to expand its share of total TV shipments.
According to market tracker Omdia, 2.75 million QLED TVs were shipped in 2024, accounting for 10.9 percent of total TV shipments. Samsung, the world's largest TV-maker, remains the leader in the QLED TV market, securing 46.8 percent of the market share by revenue in 2024.
herim@heraldcorp.com
