This isn't anything new. LG were caught doing the same with their fridges in Australia.
In Australia, all whitegoods must have a big sticker on them with an energy efficiency rating.
LG took advantage of this. Their fridges could somehow detect when they were in the energy efficiency testing lab, and throttle their cooling to achieve impossibly impressive results. Suddenly, LG had the most efficient fridges on the market, and the prominent government-mandated labels emphasised this fact.
Until you got them home. Then they actually turned on properly, and had low-to-middling energy efficiency.
This didn't last for long. People found out about the strategy, and LG were ordered to compensate customers for their extra power bills.
