ASA can say what it wants, reality few advertisers care what it says and a slap on the wrist months later has little impact apart from getting you more column inches with the old advert.
Exactly, if ASA had teeth, they would have the authority to ban a company from all advertising activity for a period of, say 3 months, if they had repeated transgressions.
I think most people have bigger worries at the moment than this though.