South Korea Penalises Samsung 20 Billion Won for Deceptive Galaxy S21, S22 and Tab S8 Ads

Seoul, Oct 27: South Korea's antitrust watchdog said on Tuesday it has decided to impose a tentative fine of 20 billion won ($15.1 million) on Samsung Electronics for misleading advertisements concealing features limiting the performance of its Galaxy S21 and S22 smartphones during gaming. The Fair Trade Commission's (FTC) decision concerns the two smartphone series, released in 2021 and 2022, respectively, along with the Galaxy Tab S8 tablet series launched in 2022, reports Yonhap news agency.

According to the FTC, the South Korean tech giant failed to disclose that its game optimising service (GOS) imposed preset performance limits as soon as certain demanding gaming apps were launched, while promoting the products' advanced gaming capabilities in advertisements. GOS is a heat management system for gaming apps. Under its game-specific policies, it capped maximum CPU and GPU performance regardless of the device's temperature or other conditions. Microsoft Launches Voluntary Exit Program Across US, India, UK and Canada for 60,000 Staff.

The limitations could cause freezes, lag and reduced graphics quality during gameplay, the FTC said. "When Samsung Electronics began releasing such advertisements around 2021, high-end PC games were being adapted for mobile devices, and the market for premium smart devices offering high performance was growing rapidly," the FTC said. "Gaming performance was one of the most effective indicators for showcasing the capabilities of premium smart devices through rapid screen transitions and elaborate graphical effects," the FTC pointed out. "Thus, numerous smart device manufacturers emphasised gaming performance in their advertisements."

The FTC said consumers tended to place importance on gaming capabilities when deciding whether to purchase premium devices amid such market conditions. The watchdog then said that from 2021 to 2022, Samsung Electronics used marketing phrases such as "the fastest 5-nanometer AP in a Galaxy device yet to hard-carry your gaming" and "the ultimate mobile gaming experience, with a 120Hz display delivering rapid screen transitions and responding instantly to touch."

However, the FTC said GOS limited performance regardless of the devices' conditions, with Samsung Electronics failing to disclose such restrictions while only highlighting the products' gaming experiences. The watchdog said such misleading marketing hindered consumers' ability to make reasonable purchasing decisions and constituted "deceptive labeling or advertising" under the Act on Fair Labeling and Advertising.

"The latest decision is significant as it reaffirms the need by companies to clearly inform consumers of important factors affecting performance when certain features are emphasised in advertisements," the FTC said. Samsung Electronics, meanwhile, released software updates in March 2022 allowing users to lift the performance limits.

(The above story first appeared on LatestLY on Oct 27, 2026 09:24 AM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).