However, I have done some recent research consulting as part of a project (partly connected to this new ruling), and if your advert is visible online in a certain country, it too must abide by the countries laws (there is a current court case with American firms sueing each other in Australia to take advantage of different regulations - the outcome of this could be game changing)
THIS MEANS THAT AS YOUR SITE IS SEEN IN UK, EVERYONE WILL BE UNDER THE WATCH OF THE ASA
Wording like 'number 1 product' , 'The best solution' etc will all be banned unless you can prove it... and if found guilty you face fines at the very minimum.
I for one totally welcome this change as I'm sick of blatant lies online. The ASA will of course take time to get to grips with this and of course chase British businesses or companies seeling to the UK first, however I expect this to effect everybody worldwide soon.
Just a heads up to get your wording accurate...