Thursday, 04 July 2019 10:58

Samsung in hot water over misleading ‘phone water resistant’ advertisements Featured

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Example of Samsung advertisement. ACCC supplied Example of Samsung advertisement. ACCC supplied

Samsung has been taken to court by the competition regulator, the ACCC, over allegations it made false, misleading and deceptive representations in advertising the water resistance of various Galaxy-branded mobile phones.

The Australian Competition and Consumer Commission announced on Thursday it had instituted proceedings in the Federal Court against Samsung Electronics Australia over the allegations.

In its statement on the court action, the ACCC said that since about February 2016, Samsung had widely advertised on social media, online, TV, billboards, brochures and other media that the Galaxy phones are water resistant and depicted them being used in, or exposed to, oceans and swimming pools.

The ACCC said that Samsung also advertised the Galaxy phones as being water resistant up to 1.5 metres deep for 30 minutes.

The ACCC’s case involves more than 300 advertisements.

“The ACCC alleges Samsung’s advertisements falsely and misleadingly represented Galaxy phones would be suitable for use in, or for exposure to, all types of water, including in ocean water and swimming pools, and would not be affected by such exposure to water for the life of the phone, when this was not the case,” ACCC chair Rod Sims said.

The ACCC claims Samsung did not have a reasonable basis for making the representations because:

  • It did not test or know of testing (or sufficient testing) about how exposing a Galaxy phone to water (including non-fresh water) affected its usable life;
  • It held the view that using Galaxy phones in liquid other than fresh water could damage them. For example, Samsung’s website states that the new Galaxy S10 phone range is "not advised for beach or pool use"; and
  • It has denied warranty claims from consumers whose phones were damaged when used in water.

In its statement the ACCC says that, aside from not having a reasonable basis, it also claims that the representations are false, misleading and deceptive, because the Galaxy phones were not suitable for use in all types of water, and the life of the phones could or would likely be adversely affected if used in water including non-fresh water.

“Samsung itself has acknowledged that water resistance is an important factor influencing Australian consumer decisions when they choose what mobile phone to purchase,” Sims said.

Samsung’s Galaxy phones which were advertised as being water resistant were sold at a higher price than Samsung phones which did not have this feature, he added.

“Samsung’s advertisements, we believe, denied consumers an informed choice and gave Samsung an unfair competitive advantage.”

Samsung has sold more than four million Galaxy-branded phones in Australia.

“Samsung showed the Galaxy phones used in situations they shouldn’t be to attract customers,” Sims said.

“Under Australian Consumer Law, businesses cannot mislead consumers about their products’ capabilities. Any attempt to do so will risk court action from the ACCC.”

The ACCC is seeking penalties, consumer redress orders, injunctions, declarations, publication orders, an order as to findings of fact, and costs.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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