Epson Granted Default Judgement in Deceptive Advertising Lawsuit: AuKing to Pay Damages for Misleading Brightness Claims Measuring Below 1% of Stated 9,500 Lumens

Settlement Underscores Epson’s Commitment to Internationally Accepted, Industry-Wide Standards to Help Consumers Make Informed Purchasing Decisions

LOS ALAMITOS, Calif. – Feb. 1, 2024 – Epson today announced a default judgement was entered for its recent lawsuit against AuKing, an Amazon selling partner. Finding that AuKing was unfairly competing by using false, deceptive, or misleading statements of fact that misrepresent the nature, quality and characteristics of its projector products, AuKing was ordered to pay more than $500,000 in damages. AuKing was also enjoined from any false or misleading advertising of its projector products and from selling projectors online, including, but not limited to, and, until the false advertising is corrected. White Brightness measured in lumens is a significant feature used by consumers to make projector buying decisions. With actual lumens measured at less than 1% of AuKing’s claimed 9,500 lumens, these highly inaccurate statements deceive consumers, misrepresent the quality of projection, and ultimately impact the integrity of the industry.

“Consumers count on companies to provide reliable and accurate product information and performance specs,” said Mike Isgrig, vice president, consumer sales and marketing, Epson America. “As an ongoing issue, brands that are falsifying lumen claims are not only hurting the end-user experiences of consumers, but also the overall perception of projection viewing, damaging the industry as whole. The highly inaccurate lumen claims provided by AuKing is an example of gross negligence on the part of a brand and its commitment to truth in advertising.”

The initial complaint was made as part of Epson’s concentrated efforts to protect the projector market and ensure the implementation of internationally recognized and accepted brightness standards are used by brands to help consumers make informed purchasing decisions. The default judgement of the lawsuit and removal of these products benefits consumers, the retail channel and the larger projector industry.

Epson cautions shoppers to be wary of misleading metrics listed as “Lux,” “LED lumens,” “CVIA,” or “Lamp Brightness” that fail to follow standardized methodology and therefore materially impacts a consumer’s ability to compare performance of projectors, especially when shopping Amazon and other online marketplaces. Measurement for projectors is defined by internationally recognized standards groups, including the International Organization for Standardization (ISO) and the International Committee for Display Metrology (ICDM). The ICDM publishes the Information Display Measurement Standards (IDMS) where methodology for measuring projector color brightness is defined. The ISO standard that defines projector white brightness is ISO21118:2020. When these standards are followed, there is zero ambiguity regarding how projector brightness is properly measured, advertised and compared.

About Epson

Epson is a global technology leader whose philosophy of efficient, compact and precise innovation enriches lives and helps create a better world. The company is focused on solving societal issues through innovations in home and office printing, commercial and industrial printing, manufacturing, visual and lifestyle. Epson’s goal is to become carbon negative and eliminate use of exhaustible underground resources such as oil and metal by 2050.

Led by the Japan-based Seiko Epson Corporation, the worldwide Epson Group generates annual sales of more than JPY 1 trillion.

Epson America, Inc., based in Los Alamitos, Calif., is Epson’s regional headquarters for the U.S., Canada, and Latin America. To learn more about Epson, please visit: You may also connect with Epson America on Facebook (, Twitter (, YouTube (, and Instagram (

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