ASA Rejects Complaint That “Great Sound” Of DAB Is Misleading

The Advertising Standards Authority has rejected a complaint that the words “great sound” relating to DAB digital radio were misleading in a leaflet published by digital multiplex operator MXR.

The leaflet, illustrating the benefits of DAB, included the subheading “Great Sound”, saying “If you really love music, you want… digital-quality sound – and that’s what DAB delivers.”

A complainant challenged whether “Great Sound” and “digital quality sound” misleadingly exaggerated the quality of digital radio in the UK. The ASA rejected the complaint and accepted that “great sound” is an expression of opinion and “digital quality sound” is representative of users’ general experience of digital radio in contrast with that of analogue radio.

In its response to the ASA, MXR cited a recent Ofcom report, “Radio – Preparing For The Future” in which a MORI study described how users “realised there would be better quality reception and sound for the DAB units, but were surprised how good the sound was. Respondents particularly liked the fact that the signal did not ‘drift’, that there was no interference or crackling, and that the sound was ‘crisp’ and crystal clear”.

“We are delighted that the ASA has recognised that, for DAB digital radio owners, digital sound is a “great” benefit,” said MXR Managing Director, Diane Wray.

Research carried out by the Digital Radio Development Bureau shows that 89% of DAB owners cite sound quality as “good or excellent.”

ASA: 020 7580 5555 www.asa.org.uk