NAD Rebuffs LG, Sony In 3D TV Ad Dispute

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The National Advertising Division (NAD) of the Council of Better Business Bureaus Thursday rebuffed both LG and Sony for conduct surrounding LG’s advertising campaign last year for Cinema 3D TVs.

The council, which oversees the advertising industry’s self-regulatory practices, said LG’s advertised claim that in tests, “four out of five people chose LG over Sony and Samsung for overall 3D experience” and other conditions, was based on “materially flawed” consumer perception evidence.

The NAD also rebuffed Sony for violating advertising industry system procedures after a Sony executive allegedly contacted customers regarding the outcome of the case in advance of the NAD’s decision, and used that communication for promotional purposes.

The NAD said it examined the conditions under which consumers viewed LG’s 3D televisions, including the viewing distance and angle, screen sizes, panel refresh rate and the resolution of the 3D televisions tested, as well as the 3D glasses offered by the parties.

“Having found the consumer-perception evidence upon which they were based to be materially flawed, NAD recommended that the advertiser discontinue the claims,” an NAD statement read.

Representatives from LG did not reply to requests for comment as this went to press.

A Sony spokesman said his company was pleased that “the NAD thought there was no reasonable evidence to support LG’s claim,” and in defense of Sony’s actions said, “LG claimed that the advertising campaign would be discontinued and was therefore no longer relevant.”

“However, as it was still on its website and other places, we felt compelled to contact our dealers directly,” the Sony spokesman continued. “We disagree with the NAD that this communication violates its prohibition of using NAD decisions for promotional purposes. We didn’t feel this was for promotional purposes. We just wanted to contact the dealers as LG is continuing to use these claims.”


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