AfterDawn: Tech news

Advertising authority targets Creative

Written by James Delahunty (Google+) @ 12 Apr 2007 5:37 User comments (3)

Advertising authority targets Creative The Advertising Standards Authority (ASA) in the UK has slapped yet another consumer electronics company, this time for a possibly deceptive/untrue claim made in an advertisement. Creative has been ordered not to advertise its Xmod sound-enhancement system as a device that can take an MP3 track and process it to sound better than CD quality audio, unless of course, it can prove it to be true.
A complaint was filed by an audio engineer after he read Creative's claim in an email-distributed advertisement. The ASA judged that Creative has thus far failed to provide "evidence to show that the sound [Xmod] delivered was better than CD quality", but did say that the claim was "objective and capable of substantiation", meaning Creative has the right to prove it.

The engineer that complained about the advertisement also objected to Creative's claim that the device provided "an experience beyond studio quality". However, the ASA agreed with Creative in that case, accepting that the operational sound specifications, 24-bit quantisation at 96kHz, is within the range used by studio-specific equipment.

"We considered that the claim 'An Experience Beyond Studio Quality' focused on Creative's view of the listener's experience and noted it did not state that the product delivered sound beyond studio quality," the ASA said. "We concluded that the claim was unlikely to mislead."

Reg Hardware

Previous Next  

3 user comments

112.4.2007 13:22

This quote....

evidence to show that the sound [Xmod] delivered was better than CD quality
Now how many people havent heard the term "CD Quality" used to describe the sounds of 128 kbps mp3 from a online music store and/or a media player?

People these days and there damn lawsuits. (sighs in disgust)

But I would say that Creative's legal department (or whatever it may be) should have caught this/red flagged it and never let the product go to market with such claims printed on its packaging.
This message has been edited since its posting. Latest edit was made on 12 Apr 2007 @ 16:48

212.4.2007 16:43

I said this was a false claim when it was first reported on the website. Fact of the matter is, the device is operating on inter- and extrapolation, so it is generating information artificially. They deserve to have someone chase them up over their claims it is generating better than CD quality.

312.4.2007 17:12

when it comes to all out lieing its a good thing you can sue.

Comments have been disabled for this article.

Latest user comments

News archive