Looks like the Brits have an organization to take on firms that make spurious, misleading or unproven claims - in this case, an audio cable company :
http://asa.org.uk/Rulings/Adjudications/2011/1/Russ-Andrews-Accessories-Ltd/TF_ADJ_49597.aspx.
If the ASA can find fault with the cable company's practices, then jplay's website, open letters and forum posts would seem extremely vulnerable to a similar complaint. Jplay is within the territory that ASA works, either directly or through international partners. Anyone can file a complaint online according to
http://asa.org.uk/Consumers.aspx.
Many have laid out in this thread compelling arguments for jplay to be held accountable and exposing their inherently conflicting claims (just one example: the output can't be both bitperfect and better than another bitperfect player without any credible proof).
Using those arguments, I encourage everyone to file a complaint against jplay and other audio companies engaged in similar audiophoolery.