Pretty Normal For Advertising
Ad agencies seem to think they can redefine the English language in order to justify their ridiculous claims. Anybody who believe advertiser's claims without doing any research deserves all they get. Or rather they deserve to get less for their money.
Since Brown wants us all to spend more money in order to rescue the economy and for best effect borrow money in order to spend it (there's responsible for you) I'm surprised he lets the ASA make rulings like this.