Although the FTC hasn't investigated or acted on exotic audio cable manufacturers, distributors and retailers, here are some of the rules and guidelines they would likely use if and when they do. They are outlined in various FTC web sites such as; http://www.ftc.gov/bcp/menu-ads.htm

For example, in a letter explaining their policy on deception to Representative John Dingell http://www.ftc.gov/bcp/policystmt/ad-decept.htm they said;

" Some exaggerated claims, however, may be taken seriously by consumers and are actionable. For instance, in rejecting a respondent's argument that use of the words "electronic miracle" to describe a television antenna was puffery, the Commission stated:

Although not insensitive to respondent's concern that the term miracle is commonly used in situations short of changing water into wine, we must conclude that the use of "electronic miracle" in the context of respondent's grossly exaggerated claims would lead consumers to give added credence to the overall suggestion that this device is superior to other types of antennae. Jay Norris, 91 F.T.C. 751, 847 n.20 (1978), aff'd, 598 F.2d 1244 (2d Cir.), cert. denied, 444 U.S. 980 (1979)."

And on substantiation of claims policy statement; http://www.ftc.gov/bcp/guides/ad3subst.htm

"The reasonable basis doctrine requires that firms have substantiation before disseminating a claim."

Also see; http://www.museum.tv/archives/etv/F/...deraltrade.htm

"Under that new definition, the FTC will find a practice deceptive if (1) there is a representation, omission or practice that (2) is likely to mislead consumers acting reasonably under the circumstances, and (3) it is likely to affect the consumer's choice of, or conduct regarding, a product. The first requirement is obvious, and the FTC generally assumes that the last requirement is met. The second requirement, therefore, is the essence of this definition. The issue is not whether an advertising claim is "false." The issue is whether the claim is likely to lead consumers to develop a false belief."

Now where do you think audio cable manufacturers and their agents stand in the legality of their advertising? Any lawyers in the audience?