Assessment
Not upheld
The ASA noted that behind the claim “MQA reveals every detail of the original recording” was a loop of two videos of musicians recording music in a studio. We considered, in that context, that consumers would interpret the claim to mean that the technology was capable of replicating the sound that could be heard on a recording captured in a studio.
We understood that a raw audio file was larger at the point the recording had been captured than it was at the point it reached the listener through services such as online streaming, as the file was typically compressed to reduce its size in order to make it more accessible. We understood that resulted in data being lost from the original recording, and that the quality of the recording could diminish as a result.
We recognised, however, that MQA’s technology manipulated the original recording in order to reduce the file size yet still maintain its quality to the extent that there was no noticeable difference in sound. We understood that record labels had begun using the technology and we noted the statements provided from various people in the industry. We also noted from the Recording Academy’s Recommendations for Hi-Resolution Music Production that MQA was considered as ‘hi-resolution audio’ and that the function of hi-resolution audio was to provide the consumer with “a studio quality listening experience that reflected what artists, producers, tracking engineers, mix engineers and mastering engineers heard in the studio”. We considered, consequently, that the technology appeared to be capable of reproducing those aspects of the original recording which were perceptible to the listener. For that reason, we concluded that the claim was unlikely to mislead.
https://www.asa.org.uk/rulings/mqa-ltd-a18-470395.html