FOX 35 Orlando, a regional affiliate of Fox News in the United States, recently reported that leading Chinese TV manufacturers TCL and Hisense are facing a class action lawsuit in the U.S. over allegations of false advertising.

According to industry sources on April 18, the outlet stated that TCL and Hisense have been sued by American consumers in a class action lawsuit for "falsely advertising that certain QLED TVs include QLED technology."

FOX 35 Orlando pointed out, "Consumers say the products are not satisfactory for the price they paid," and added, "If the TVs had been properly marketed to reflect the actual technology included, they would have chosen a different TV or even a different manufacturer altogether."

The report continued, "While TCL and Hisense are not as well-known as brands like Samsung, in recent years they have increased their presence at the world's largest electronics and IT exhibition, CES, by expanding their booths and press conferences, and by entering more retail stores to improve accessibility." The report explained that by promoting premium-level specifications at relatively affordable prices, the two companies have managed to enter many American households.

TCL TV is exhibited at the Pepcom Holiday Spectacular event held in New York last October. Photo by AP News

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Consumers participating in the class action allege that the relevant products from TCL and Hisense either do not include quantum dot technology at all or contain it at insignificant levels, and that the companies deceived consumers, causing them to pay unfairly higher prices. In each lawsuit, individual test results demonstrating that the quantum dot technology is either present in insufficient amounts to function properly or not present at all have reportedly been submitted as evidence. However, both companies maintain their position that their TVs do contain the technology and that they will continue to market them as such.

Quantum dots are ultra-fine semiconductor particles, only a fraction of the thickness of a human hair. When used in displays, quantum dots provide a wide color gamut, reproducing colors closest to what the human eye perceives, and enable precise control of light at the pixel level to accurately render blacks. TVs that use quantum dot materials are generally considered premium products. The industry consensus is that the term "QLED TV" implies the actual use of quantum dot technology.

In South Korea, Hansol Chemical, a manufacturer of quantum dot materials, discovered during market research that some of TCL's QLED TV models did not use quantum dot materials, and filed a complaint with the Korea Fair Trade Commission in November last year for violations of advertising regulations.