The Digital TV Group (DTG) has warned against over-promising the 4K experience after DSG Retail was rapped by the Advertising Standards Authority for its Currys PC World ad for 4K TVs.

The ad for LG displays claimed viewers would be able to watch their “favourite Christmas movies in greater detail”, which the ASA said was likely to be misleading given the “limited” amount of native 4K content.

DTG chief executive Richard Lindsay-Davies said: “Ultra HD represents an “enormous opportunity for the TV industry…but exaggerating the offering at an early stage could damage consumer confidence before the true benefits come to fruition.”

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