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There is a law against it but as long as they don't state the picture is improved in an actual adverticement there's nothing that can be done about it as the ASA rules view the content of magzine articals and company websights as strictly editorial comment so aren't covered.
Of course if you every see this type of claim in an adverticement within a magazine or a banner/popup add on websights like this then it should be reported to the ASA as they can and will take action against the company concerned.
Edit: Just noticed the russ andrews advert for kimber v-21 aerial cable at the top of this page, you'll notice they get around the ASA rules by quoting hi-fi choice, makes you wonder how much money there is to be made from being an editorial mouth peice for these companies...