On September 1, 2026, TCL North America (TTE Technology Inc.) filed a false advertising lawsuit against Samsung Electronics America, Inc. in the U.S. District Court for the Central District of California, alleging that Samsung repackaged its older Crystal UHD standard LED TV models—simply by changing the casing—as Mini LED models for sale, in violation of the Lanham Act and relevant California unfair competition laws.

In its complaint, TCL alleges that Samsung’s so-called “M Series” Mini LED TVs, launched this spring, are nearly identical to Samsung’s existing low-end Crystal UHD series in terms of hardware. First, the backplane layout, power supply and control board designs, internal wiring, and peripheral structures of the two series are completely identical. Second, Mini LED technology requires hundreds or even thousands of tiny LED chips arranged in an array, combined with local dimming capabilities to achieve higher contrast and dynamic range. However, Samsung’s M Series not only features only a few dozen LEDs but also retains the older processor and lacks a dedicated control chip, meaning it is fundamentally incapable of local dimming.

TCL claims that Samsung’s move constitutes “market fraud,” intended to use low-priced, substandard products to抢夺 TCL’s market share in the mid-range Mini LED segment. TCL points out that in 2021, Samsung launched a genuine Mini LED product, the Neo QLED, with a starting price as high as $1,100, while TCL’s comparable products at the time cost only about $700; this year, however, Samsung suddenly introduced “Mini LED” models starting at $330, which are in fact products from the Crystal UHD production line—a line that has never been labeled as Mini LED—simply rebranded with the Mini LED label.

The complaint also cites several online consumer reviews, with some buyers stating that after purchasing the M Series, they “couldn’t tell the difference from regular LED,” particularly noting that the local dimming effect was virtually nonexistent. TCL argues that consumers paid for the product based on reasonable expectations of improved picture quality from “Mini LED,” and that Samsung’s false labeling directly misled purchasing decisions while simultaneously damaging TCL’s sales and business reputation.

The case is currently in the early stages of filing.