ASA is pretty toothless anyway
Advertiser makes outlandish claim in ad.
Ad goes on-air and is seen by millions.
ASA tells advertiser that ad should not be shown again.
Advertiser makes another (different) outlandish claim in new ad
Until the ASA grows some real teeth/balls and has the ability to administer some real sanctions (fines or total ad bans for a period of time) then all an ASA adjudication is doing is showing the advertiser that the ad was doing its job (i.e. getting noticed).
Yes, I know the ASA can, supposedly, refer repeat offenders to the OFT or Ofcom, but when has that ever happened? The likes of Sky, BT and Virgin repeatedly appear in (upheld) ASA adjudications, often due to a complaint from another of this infernal triad, but, apart from having an ad that has already run its course banned, no other action is ever taken.