The National Advertising Division (NAD) of the Council of Better Business Bureaus has issued a recommendation that Samsung stop making certain claims about its 3DTVs. In a release last week, the NAD made the following statement:
Following its review of the evidence in the record, NAD concluded that the advertiser’s substantiation was insufficient to provide a reasonable basis for messages conveyed by the claims – that Samsung active 3D televisions provide a superior 3D picture viewing experience to passive 3D televisions, including LG Cinema 3D televisions.
Samsung has claimed that passive 3DTV only presents half the resolution delivered by Samsung’s active 3DTV products, and that the passive technology results in black horizontal lines and jagged lines in the images. The NAD recommended that the company stop this practice, as well as not using a “left lens” only view of the TV images in 3D mode as this is not representative of what a viewer will experience.
The release also includes a quote from Samsung indicating that it “respects NAD as a self-regulatory body and will comply with NAD’s recommendations.”
Advertising consumer products based on complex technology is always tricky, especially when a company tries to present one as innately superior to another. In this particular case, I believe that the NAD has reached the correct decision, and I’m encouraged that Samsung intends to comply with the recommendations.