The ASA considered that the claims in the ad were presented as objective claims that The Chord Company's cables provided better sound quality compared to other cables. Whilst we acknowledged the positive reviews from consumers and industry representatives, we considered that objective claims, such as "connecting a Tuned ARAY cable to the streaming device will have a dramatic effect" and "This can transform the sound of both WAV and FLAC files and the results with high resolution downloads are simply stunning", must be supported by objective testing which demonstrated that the cables provided better sound quality than other cables. Because we had not seen such evidence, we concluded the claims had not been substantiated and were therefore misleading.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 3.11 (Exaggeration).
