People just have to do there research and consider your viewing habits. Burn-in essentially seems to be the pixels 'wearing out' over time, so it will be hard to differentiate between (for example) someone with the GMB logo burnt into the screen who watched it for 25 minutes a day, 5 days a week for two years (which could be considered normal use) and leaving it paused with the logo on the screen for 200 hours straight (which would be against the manufacturer's recommendations and therefore considered abuse) John Lewis does say in their protect
+ policy
We shall not be liable for: your failure to follow the manufacturer’s instructions and repairs required where the product is functioning within the manufacturer’s tolerances (for example, number of pixel failures). LG saying their TV’s last for 100,000 hours, if a user watches our OLED TV for 10 hours a day
.
The CX/C1 comes with some super-effective features to help with burn-in, but one problem remains the viewing habits with static.
JL protect+
https://johnlewis.scene7.com/is/content/JohnLewis/Protect-Plus-Accidental-Damage-Terms-Conditionspdf