Both TCL and Hisense say they stand behind their QLED TV models after legal complaints about their quality that call into question whether they are actually QLED TVs.
The companies face different complaints in different courts, but they both largely allege the same thing: certain TVs marketed by TCL and Hisense as containing QLED technology either don’t at all or have very little QLED technology that they can’t technically be considered as such.
Both China-based electronics manufacturers are experiencing a surge in popularity, with both taking some market share away from longtime TV market leaders Samsung,, and LG, both Korea-based manufacturers with large markets in the U.S. (Sony has always been a leader too, but was not mentioned in either lawsuit.)
In a statement to CE Pro, TCL says it stands behind its “high-performance lineup, which provides uncompromised color accuracy.”
“Contrary to the allegations in the [lawsuit], TCL has definitive substantiation for the claims made regarding its QLED televisions and will respond to the litigation in due course. We remain committed to our customers and believe in the premium quality and superior value of our products. In the context of the ongoing litigation, TCL will validate that our industry-leading technologies meet or exceed the high bar that TV viewers have come to expect from us,” the company says in a statement.
Lightapalooza took place in late February, and the growth of the event has mirrored the rapid ascension lighting fixtures and controls.
The complaint against TCL, filed in California Superior Court by plaintiff Stephan Herrick, claims that several TCL models, including the Q651G, Q672G, and A300W, were marketed as QLED TVs despite allegedly lacking the technology or containing it in such minimal amounts that it did not meaningfully enhance display performance.
Notably, the A300W TV is the company’s NXTFRAME TV, which is similar to Samsung’s The Frame, in that it is designed to double as an art display when not being used as a typical TV.
The lawsuit cites independent lab tests which reportedly found that some TCL TVs lacked key quantum dot materials, including indium and cadmium, both of which are essential components in QLED displays. These findings suggest that TCL’s claims of superior color accuracy and brightness were misleading, according to the lawsuit.
The complaint argues that TCL knowingly engaged in deceptive marketing practices to sell these televisions at a premium price, leading consumers to overpay for features that were either non-existent or functionally irrelevant. The plaintiff contends that had he and other consumers known the truth, they would not have purchased the TVs or would have paid significantly less.
The lawsuit accuses TCL of violating several California consumer protection laws, alleging fraud, negligent misrepresentation, and unjust enrichment.
“Notwithstanding its longstanding knowledge, TCL continues to advertise that certain of its QLED televisions have QLED technology when they, in fact, do not contain QLED technology or include the technology in such negligible amounts as to not provide the advertised benefits. Through this conduct, TCL engages in unfair, deceptive, and fraudulent conduct with the intent to deceive the consuming public,” the lawsuit contends.
Meanwhile, Hisense is facing a similar lawsuit, claiming several models of the company’s QLED TVs were falsely advertised as containing QLED technology.
The lawsuit against Hisense, filed in U.S. federal court in the Southern District of New York by plaintiff Robert Macioce, argues that models including the QD5, QD6, QD65, QD7, U7, and U7N series were falsely advertised as containing QLED technology. Macioce, who purchased a Hisense QD5 TV from Best Buy in November 2024, claims he relied on the company’s marketing, which promised enhanced color performance that the TVs did not deliver.
The lawsuit accuses Hisense of violating New York law as well as engaging in fraud, negligent misrepresentation, and unjust enrichment. Plaintiffs argue that consumers overpaid for features that were misrepresented, and they are seeking compensation, refunds, and a court order to stop Hisense’s allegedly deceptive advertising.
“Had Plaintiff and other Class Members known that the QLED televisions did not contain QLED technology or contained the technology in such negligible amounts as to not provide the advertised benefits, they would not have purchased the Hisense QLED televisions, or else would have paid substantially less for them,” claims the Hisense plaintiff.
Hisense’s Ken Hong, head if public relations for the Americas, says it “stands behind the quality of its products,” also calling the compliant “without merit.” Hong declined to comment further, citing the ongoing litigation.
Coincidentally, these lawsuits have emerged as both TCL and Hisense have made important gains in the TV market, taking market share away from the category’s longtime leaders.
Samsung, the clear market leader in terms of overall TV shipments as well as premium displays, in a statement on these proceedings to CE Pro called quantum dots a “gamechanger in display technology and said the company has led the charge in QLED technology for over a decade. That pioneering included the “world’s first cadmium-free QD material.”
“Today, our Neo QLED TVs take things even further – replacing standard LEDS with a higher number of mini-LEDs,” the company said in a statement to CE Pro. “The result is even more detail, brightness, and vivid colors. Samsung remains committed to shaping the future of display technology, and we’re constantly innovating to deliver breakthrough new technologies that transform how you experience home entertainment.”
However, the company is seeing some slippage as TCL and Hisense grow their market share in the U.S. and globally, according to Counterpoint Research. In fact, TCL has leapfrogged LG in the premium TV category to grab second place, which it also holds in terms of overall TV shipments.
LG, however, recently laid claim to leading global OLED TV shipments for 12 straight years.
Notably, TCL has released products that directly compete with Samsung, including the TCL NXTFRAME, a lifestyle TV designed to turn into work of art when not showing movies or TV. This competes with Samsung’s The Frame, which has largely been in a category of its own until recently.
According to Counterpoint Research, Samsung’s share of the premium market fell to 29% in the fourth quarter of 2024 from 41% in the same period in 2023. TCL, meanwhile, jumped from just 12% in the fourth quarter of 2023 to 20% in the same quarter of 2024.
Hisense also reported gains in the premium market, from 10% in Q4 2023 to 16% in Q4 2024. Like TCL, Hisense has also gotten into the art TV game with the CanvasTV. LG, meanwhile, fell from 26% to 19% over the same period.
According to Counterpoint, Samsung and LG still have an overwhelming position in the premium TV market in North America (an “others” category Counterpoint included for market share data likely includes Sony), recording a 53% share in terms of sales, but that is likely to dwindle even further as Chinese companies like TCL and Hisense continue to grow in the region
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