ASA Adjudication on The Chord Company Ltd

An interesting take by the ASA regarding Chord Sarum Tuned ARAY streaming cable advert in UK:

A website ad on for the advertiser's audio cables, included a product description for a "Chord Sarum Tuned ARAY streaming cable". Claims included "Tuned ARAY cables appear to dramatically reduce noise levels within the systems they are used in. The result of this is music with extraordinary levels of detail, dynamics and coherence ... because of the way Tuned ARAY works; connecting a Tuned ARAY cable to the streaming device will have a dramatic effect ... Music is simply so much more coherent and involving. This can transform the sound of both WAV and FLAC files and the results with high resolution downloads are simply stunning".

Article: link