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Originally Posted by towny
...Once all the evidence is in, there is a draft adjudication which both NTL and I get to comment on. After that the ASA Council decides. If they find against NTL, the advert 'must be withdrawn or amended'...
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The trouble is, all this takes time. You normally find that by the time the ASA has made a decision, the offending company reply with, "The ad campaign has run its course now, so we won't be using it again anyway".
I think most advertisers know this, so can put (almost) anything they like in their ads, knowing that the campaign will be finished by the time the ASA has dragged it's feet.