Samsung Takes Aim at “Fake QLED TVs” in Bold New Ad: Results Are Surprisingly Unexpected!

Samsung is one of those brands that do not regard imitation as a form of flattery. Having previously mocked Apple for features that Android had long incorporated, the South Korean giant is now fiercely guarding its use of the term “QLED.”

“Often imitated, never duplicated!” This phrase could be found on a print from 1895, yet it appears to be Samsung’s unofficial motto as well. The company does not take kindly to others copying its innovations—though it has drawn inspiration from rivals too, which is a topic for another discussion.

Sometimes, Samsung uses humor to make its point, like in June when it unabashedly ridiculed Apple’s latest features on its Samsung Mobile US account on X (formerly Twitter), noting these were long available on Android. However, it seems that some matters are no laughing matter for the company, such as the “QLED” label—a proprietary term Samsung is determined to keep away from its Chinese competitors.

Samsung Claims Exclusive Rights to “True” QLED TVs

The term QLED, which stands for Quantum-dot Light Emitting Diode, was once solely associated with Samsung. Through clever marketing, they planted the idea in the public’s mind that QLED is Samsung’s version of OLED—despite the two technologies being fundamentally different. We invite you to read our special report that explains the differences between screen technologies for more clarity.

And this linguistic monopoly is something Samsung plans to maintain against its competitors, particularly Chinese ones like TCL and Hisense. The South Korean brand believes the term is being used too loosely, which damages its brand image. As a result, it recently released a video on its YouTube channel that, despite its playful intent, comes across as quite straightforward.

Let’s overlook the decision to use an AI presenter and focus on the content of this advertisement—which serves both as an indictment of “fake QLEDs” and an endorsement of Samsung TVs. An initial question is posed: “Are you looking for a real [TV] QLED?” Essentially, the narrative is structured to answer this question with: then choose Samsung.

To persuade, the video lists features that distinguish a true QLED TV from a counterfeit: blue LED backlighting, a quantum dot panel, a wide color range, two certifications (TÜV Rheinland and SGS), AI functionalities, and 7 years of OS updates. Regardless, one might wonder about the video’s ability to deter Chinese competitors from using the term QLED. It’s unlikely that it will dissuade them.