Official DVI specs mandate signal strength at 5 meters (~16'), so at least that far with regular DVI cables. Using fiber optic cables can get you 100 meter cable lengths if you have lots 'O Cash.
Just because a manufacturer will make a cable a certain length doesn't mean it will carry the signal you want without degradation, and it's silly to claim as such. With DVI, its likely not much of an issue because they generally don't come longer than 5 meters.
With analog cabling (like VGA) it becomes an issue with higher resolutions and longer cabling available. I use a 25' cable for my HTPC at 1080i without signal issues, but YMMV.