ASA is a industry self regulatory body
You know how us geeks don't like the use of "unlimited" and how it gets bandied about to sell broadband services? You know how there has been complaints (real and on-line rants) about it near constantly since ISPs stopped doing unlimited accounts, and started with their AUPs and other such BS?
The reason why this still flies is that the advertising industry in the UK is self regulated. The ASA in not governmental, and is totally funded by the advertising industry. And it is clear from things like on-line comments that many people think the ASA is real regulation. It is not, and people must be made aware of it. If you have a problem with an advert, go straight to OFCOM.
Funded by the ad industry really means funded by the customers of the ad industry, and these days communication is very profitable to advertisers. It is no wonder that "unlimited" is still used.
It makes you wonder what other industries routinely lie and the ASA let it fly. There's a lot of car insurance ads on British TV, I wonder just how BS-packed they are?
These days I even mute the TV when the adverts come on. Since the whole volume thing with TV ads, you'll end up reaching for the remote to turn the volume down during ads.... why not just hit mute (or pause on a PVR)?
And muting the TV adverts really makes the mindless consumers identify themselves. Several times I have muted a TV when a friend of a friend is in the room, and the question of why the sound has gone off varies from just an gormless inquiry to plain hostility!