Industry experts have issued a strong warning to Kenyan consumers about misleading advertising surrounding QLED televisions. While many TVs on the market carry the “QLED” label, not all of them feature the core technology that defines a true QLED experience — quantum dots.
“Quantum dots are the heart of QLED technology. Without them, a TV cannot legitimately be called QLED,” said Sam Odhiambo, Head of Consumer Electronics Business in Kenya at Samsung Electronics East Africa. “Kenyans should take caution and look closely at what they are purchasing,” he added.
QLED, which stands for Quantum Dot Light Emitting Diode, is a display technology that uses nanoscale semiconductor particles known as quantum dots. These particles emit vivid and precise colours when illuminated, delivering a lifelike viewing experience with enhanced brightness and colour accuracy compared to conventional LED TVs.
However, according to Odhiambo and other industry professionals, some televisions marketed as QLED — or using similar-sounding labels — do not contain quantum dots at all. These TVs often rely on standard LED panels or white backlights, which lack the brightness, colour fidelity, and immersive quality of true QLED displays.
“Some brands are using conventional display technologies but selling their products at price points similar to true QLED TVs. This raises serious concerns about transparency and the value offered to consumers,” Odhiambo said.
Samsung, a global leader in QLED technology, continues to affirm its commitment to authentic innovation. The company’s QLED models offer 100% colour volume, peak brightness levels of up to 2,000 nits, and a cadmium-free design that aligns with both performance and environmental standards.
“Samsung QLED TVs use a specially engineered quantum dot film to ensure consistent performance, rich colours, and long-lasting durability. In fact, the importance of quantum dots was recognised globally in 2023, when the Nobel Prize in Chemistry was awarded for their discovery and synthesis,” said Odhiambo.
True Samsung QLED televisions incorporate green and red quantum dot films to produce over a billion shades of colour. In contrast, QLED-labelled models that omit this quantum dot layer tend to offer inferior brightness and less vivid imagery.
In addition to performance concerns, experts have flagged the potential health and environmental risks posed by toxic materials. Samsung eliminated cadmium — a hazardous heavy metal — from its displays in 2015, setting an industry benchmark for safety.
Another challenge is the absence of regulatory standards for the term “QLED”. This opens the door for manufacturers to misuse the label, potentially misleading consumers.
“To be considered a true quantum dot TV, the product must use quantum dots to create or convert colour,” explained Professor Doh Chang Lee of the Korea Advanced Institute of Science and Technology in a recent article.
Samsung’s journey with quantum dot technology began in 2001 and led to the commercial launch of the world’s first cadmium-free quantum dot televisions in 2015.
As televisions continue to play a central role in home entertainment, experts encourage Kenyan buyers to investigate beyond the branding. A QLED label alone does not guarantee advanced performance or value.
“We encourage Kenyans to choose brands that demonstrate technological integrity, long-term innovation, and transparent communication,” Odhiambo concluded.