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LG has had is knuckles rapped by the Advertising Standards Authority (ASA) following a complaint made about its 3D TVs by consumers arch-rival telly maker Samsung.

The bigger of the two South Korean giants said LG was wrong to say the Cinema 3D TV, which uses passive 3D technology, could produce a "full HD 3D picture" or that its wide viewing angle would allow viewers to "sit where you want, how you want" and still get "the same immersive experience".

These claims, Samsung said, mislead consumers.

LG said neither Samsung allegation was valid, but while the ASA agreed with LG about the claim that punters can sit where they please, it sided with Samsung on the use of "full HD".

LG argued that "full HD" is a generic term for a device with a 1920 x 1080 resolution screen, and that was true even though its passive 3D TVs show two 1920 x 540 images simultaneously since both appear on a 1920 x 1080 screen.

The ASA was unmoved, and insisted that a full HD picture means not merely a 1920 x 1080 screen but also an image that's at least 1920 x 1080 on that screen.

The agency also said LG was wrong to state that the 3D picture was 1080p when, by its use of passive 3D technology, which interlaces right- and left-eye images, so the 3D view is, at best, 1080i.

LG was told not to advertise its passive 3D TVs using this terminology, and to make it more clear to consumers that its tellies use passive not active 3D. ®

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