[QUOTE=skeptic]Since the primary function of a wire is to transmit an electrical signal from one point to another, the average consumer might reasonably assume that this means it will perform that function better. But given that there is no proof of this, that ad would seem to violate the regulation which is the crux of the law; "The issue is whether the claim is likely to lead consumers to develop a false belief." In other words the belief that this will make an electrical improvement which will make an improvement in the overall peformace of the sound system which is ITS primary function.

Who is going to judge whether the belief is false, the folks that measure it and say it couldn't possibly improve the system or the folks that listen to it and claim it does? If someone plugs in their new cable and feel that it does improve things, why would this not make the cable company's claim accurate, at least from an FTC perspective? False advertising means that the company advertised an "if-then" causal relationship between their product and a desired outcome. With cable believers, that causal relationship exists. How could it possibly be disproved?