TCL North America Files Lawsuit Against Samsung Electronics Alleging False Advertising of Mini LED Televisions
Electronics Manufacturer Mislabeled Televisions to Deceive Consumers
August 31, 2026
LOS ANGELES – Larson LLP today filed a complaint in federal court on behalf of TCL North America, alleging violations of state and federal false advertising and unfair competition laws by Samsung Electronics America. The case, captioned TCL North America v. Samsung Electronics America, Inc. (C.D. Cal.), claims Samsung falsely markets its M Model televisions as incorporating advanced “Mini LED” technology, when, in fact, these Samsung models contain no such technology. The complaint alleges that Samsung’s illegal conduct has misled consumers and diverted sales from TCL’s genuine Mini LED televisions.
Pioneered by TCL, Mini LED technology is an advancement in television displays that provides for greater dynamic range and increased contrast between light and dark areas, resulting in a higher-quality picture comparable to screens using more expensive technology. TCL released its QM range of affordable, genuine Mini LED televisions in the United States in 2023, quickly gained quality recognition, and overtook Samsung’s sales and market share of Mini LED televisions.
The complaint alleges that Samsung did not have a Mini LED product that could compete on quality and price with TCL’s QM models. Rather than design and develop a genuine Mini LED line as a competitive entry in the marketplace, Samsung instead rebranded and repackaged its basic standard LED television, the Crystal UHD, as their M Model “Mini LED” at pricing below TCL’s genuine Mini LED models. Samsung’s Crystal UHD and M Model “Mini LED” products are nearly identical and neither contain Mini LED technology. In less than three months, Samsung’s Mini LED television sales nearly quadrupled.
According to the complaint, these televisions do not contain any of the components recognized by the industry as necessary for Mini LED technology and are identical to standard LED models. Samsung’s marketing materials, packaging, and product specifications, however, clearly promote the M Model line as Mini LED televisions, using deliberately confusing language to interfere with consumers’ ability to make informed purchasing decisions.
“Consumers rely on manufacturers to present their products honestly,” said R.C. Harlan of Larson LLP. “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.”
Stephen Larson of Larson LLP stated “False advertising and unfair competition laws exist to address the very kind of deceptive practices that the complaint alleges Samsung engaged in, depriving consumers of accurate and honest information regarding the products they purchase.” Larson added, “We look forward to litigating these claims on behalf of TCL in order to stop Samsung’s illegal deception of consumers in the marketplace.”
For violation of the Lanham Act and California’s false advertising and unfair competition laws, TCL seeks an injunction barring Samsung from marketing or selling the M Model televisions as Mini LED, as well as compensatory damages.
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