Re: ASA told the Home Office not to run the advert again
Based on the issues we have seen so far the Home Office hasn't been (or very poorly) working together with the other agencies to sort it out. If you look at all the issues with registering for Settled Status that made the press they are all cases where a basic check in other organisation's systems should have prevented the issue.
Some millionaire who has never had the need to apply for an NI and only paid council taxes in the UK (because they had no need to work in the UK) is in the grey area when it comes to exercising Treaty Rights (In first instance I would say they wouldn't qualify), would not show up in basic checks and so should expect to provide more proof of five year's continuous residence.
Someone who has been living in the UK for a decade without break and has paid NI from day one should not be denied Settled Status. There is no excuse for that, that's just a system failing.