Lumix S9

2024: Camera ads with fake photos

In early July 2024, Panasonic admitted to advertising 77 cameras and lenses with fake photos taken through other products. This was revealed during an internal audit conducted by Panasonic Japan.

In Japan, Panasonic was sharply criticized by users who learned that the Lumix S9 camera was advertised using photos that were taken by a completely different camera. It turned out that Panasonic simply used stock photos along with images provided by Panasonic brand representatives, which were shot using Lumix cameras, but not the Lumix S9 model.

TechRadar

In response to criticism, Panasonic launched an internal investigation that examined all pages of promotional material related to the Japanese products of the Lumix line. The findings of the investigation were released in a separate statement. As a result, it found that a total of 77 products were marketed using photos that were taken with entirely different products, including eight Lumix S cameras, six Lumix G cameras and dozens of lenses. The company acknowledged that misleading marketing can create false expectations, particularly for cameras. For example, the Lumix S9 ad used a standard photo of a running dog, which suggests fast and accurate autofocus, but this photo was actually taken by a Nikon camera.

Panasonic promised to deal with the situation and said the ad pages would be revised and only photos taken by Lumix cameras would be used to promote the items in the future. The company does not exclude the possibility of using images taken by other cameras with the same lens mount and sensor with the same resolution, but these images will be clearly marked. Thus, potential customers will be able to understand that the photos were taken using a different product.^[1]

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