The latest report indicates that the South Korean company was guilty of influencing the prices of stores that cost Samsung TVs between 2013 and 2018, making customers pay more. Samsung carefully considered the online supply of its TVs and put online stores under pressure to raise prices, which is not allowed according to ACM (Authority for Consumers & Markets).
The ACM has fined Samsung Electronics more than €39 million following an investigation. But according to De Telegraaf, Korea’s largest technology company plans to take legal action against the ACM decision.
The ACM launched an investigation and found that Samsung was using illegal trading methods after some shop owners complained. It turns out that Samsung Electronics has been in contact with Dutch retailers via email and WhatsApp to control prices regularly.
If the seller sells Samsung TV for less than the company demands, Samsung sends a message through the seller selling that the price should be increased.
As ACM investigated WhatsApp and email traffic between Samsung and retailers and determined that “Samsung’s behavior distorted competition at the retail level and led to higher consumer spending.” Samsung will continue to monitor its online TV list and press e-tailers to adjust their prices to meet the expectations of the Korean tech giant, so Samsung was able to protect its margins and those of its partner retailers at the expense of the consumer.
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However, a Samsung spokesperson said the company had complied with the competition rules and was disappointed with the ACM decision. Samsung is reportedly going to take legal action to challenge the € 39 million fine.
Far away, from issuing the fine, ACM has no authority to compel Samsung to compensate customers who bought the TV between 2013 and 2018 and may not feel harmed. Time will tell how the story unfolds, but perhaps the law firm will settle a case of the class action to represent consumers.
