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ARTICLE · 21 JULY 2026

Is It A "QLED" TV? Navigating The Difficulties Of Advertising Emerging Technology

Global Advertising Lawyers Alliance (GALA)
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Consumers have filed a lawsuit against Hisense USA alleging false advertising of QLED televisions, claiming the products either lack quantum dot technology or contain negligible amounts that don't deliver advertised benefits. The court allowed the case to proceed, finding the plaintiffs presented sufficient evidence at this early stage to support their claims that the televisions may not contain meaningful QLED technology despite marketing representations.

United StatesConsumer Protection

Hisense USA sells QLED televisions. As Hisense explains on its website, “With Hi-QLED Color delivering vivid color, every scene feels richer, deeper and more lifelike – whether you're watching a late-night drama or a weekend blockbuster.” According to Consumer Reports, a QLED television is an LCD television that uses quantum dots to produce better colors. 

Some consumers sued Hisense for false advertising, alleging that Hisense misled consumers in its promotion of its QLED televisions through third-party retailers, because the TVs either do not contain QLED technology or they contain such negligible amounts of the technology that it won't meaningfully contribute to the television's performance. 

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