Samsung Electronics has taken the next steps in a battle with 3D television rival LG over a series of ‘comparative advertisements’ being screened in Australia.
The South Korean electronics giant’'s counsel John Hennessy told the Federal Court in Sydney today that there had been two rounds of ex parte (single party) applications and an interlocutory proceeding before today'’s first directions.
Korean publication ETNews reported that Samsung had accused LG of “limiting... well-informed choice on the part of Australian consumers” through the contentious advertisements.
Hennessy said that Samsung was yet to secure interlocutory relief with respect to the advertisements.
He said that the current time was “uncontroversially the biggest period of sales” for 3D televisions in Australia, with advertisements being placed around major sporting events such as the State of Origin and Super15 rugby.
He sought an order for full hearings in the matter as soon as possible.
"“This is about comparative advertising of the features in 3D televisions,”" Hennessy said.
"“The advertisements we’'ve complained about are concerned with the comparison of new ranges of televisions”."
At issue were a range of “representations” that Samsung alleged LG made in its advertisements about the former’'s televisions.
LG Electronics’ counsel Matthew Walton SC told the court that the representations “are alleged and are denied”.
"“In each advertisement there are substantial factual issues on whether the representations are conveyed and if they are, whether they are misleading or not,"” Walton said.
There was also some dispute over consumer behaviour, specifically to what extent any incorrect take-outs from advertisements would be corrected at the point-of-sale.
The matter was listed for further directions on 21 June.
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