Panasonic has come under fire for using stock photos on the product website of its new LUMIX digital SLR camera, the 'DC-S9'. Panasonic has issued an official apology for the use of inappropriate images.

The DC-S9 is Panasonic's flagship full-frame mirrorless camera, which was announced on May 23rd to be released on June 20th. The camera boasts exceptional high-resolution image quality and a compact lightweight body.

However, around May 27th, photography enthusiasts pointed out that some of the images used on Panasonic's product website were identical or similar to photos from paid stock photo services.

For example, the new product feature introduction page featured a photo of a running dog, which was a work by an artist sold on the stock photo site Shutterstock. The website stated, "The evolved real-time recognition AF automatically focuses on moving subjects," but there were criticisms that the photo was likely taken with a different camera.

The site had a footnote stating, "Images and illustrations are for the purpose of explaining effects," but it was located in a part that was not well visible to consumers. Some photography enthusiasts also pointed out that using these photos could be considered misleading advertising, exaggerating the performance beyond reality.

In response, Panasonic apologized, stating, "A footnote stating that the images were not product photos was incorrectly placed in a part that users might not be aware of, regarding images that explain functions and features." Panasonic said it will replace the controversial images as soon as possible.

Panasonic said it will improve its product introduction pages in the future and make them free of misunderstandings. Meanwhile, this incident has served as a reminder of the need for greater caution in the use of images in product promotion activities by camera manufacturers.