Panasonic busted for using Nikon ambassador’s photo in Lumix S9 campaign

Panasonic’s latest camera, the Lumix S9, is facing controversy. One photo, supposedly showcasing the camera’s capabilities, was captured with a Nikon camera — by no less than a former Nikon Ambassador. Panasonic quickly came under fire, and it’s not even the only one.

なるほど。Nikonで撮られた写真なのか。https://t.co/aEa1PgLouC pic.twitter.com/HM4cPWGSnL

— 老人と文学社 武川【みんなのクラスメイト】 (@takekawa_oldman) May 27, 2024

Sharp-eyed photographers in Japan noticed inconsistencies with some of the campaign images on the Lumix S9 product page. Under the “Animal Recognition” section, there was a photo of two European bee-eater birds (but it was removed at the time of writing this). Normally, you’d assume this photo was taken with the Lumix S9. I mean, it showcases this camera’s capabilities? Well, no. It was taken with a Nikon camera by a former Nikon ambassador Mircea Bezergheanu. It dates way back to 2016, and according to Digital Camera World, Mircea used a Nikon D810 to take it.

There’s more

To make things worse, this isn’t the only instance. Other images reportedly hail from stock photo sites like Shutterstock, and one photo features a woman photographed with Canon and Tamron gear, despite the caption implying it was taken with Lumix gear. According to Photo Rumors, some of the images are even composites. Yikes!

Panasonic’s apology

The news spread quickly and it reportedly even got on Japanese TV news. After they got busted, Panasonic Japan issued an apology. Google-translated from Japanese, it reads:

About LUMIX S9 product website images

We have received many inquiries regarding the images on the product website of the new full-frame mirrorless single-lens camera LUMIX S9.

Some of the images used to introduce features and scenes on the product website were images that had been licensed from a stock photo service.

In addition to insufficient consideration as to whether the photo was appropriate for a product page for a camera that generates creativity, the annotation that the photo was not taken with a new product was written in a content and location that was difficult for customers to understand. I’m here.

We have taken seriously the comments we have received from you, have reconsidered our understanding, and are working to improve the content of the LUMIX site so that we can make it easier to understand, communicate more closely with our users, and meet your expectations as a camera manufacturer. We will discuss the review.

We apologize for any inconvenience caused to all of you who regularly use our products, LUMIX fans, and camera fans due to this situation. We are very sorry.

All of us involved have renewed our commitment to face everyone more seriously and to make changes.

Honestly, I don’t think I’ve ever heard of a digital camera manufacturer using photos from another brand’s camera to advertise its product. We’ve all heard of smartphone manufacturers doing it: Samsung was busted twice, one of which they used my Nikon photo. Huawei did it as many as four times (at least that we know of).

As for Panasonic, this might have legal consequences. The incorrect captions on certain photos could potentially breach Japan’s Act against Unjustifiable Premiums and Misleading Representations. While Panasonic has not addressed the potential legal implications, it’s evident that they must regain the trust of potential Lumix S9 customers.

[via Digital Camera World]