eBay get knuckles wrapped by ASA

Ebay has fallen foul of the UK advertising regulations and had its knuckles wrapped by the Advertising Standards Authority(ASA).
The problem stemmed from an online advertisement, which suggested that coffee machine could be purchased on eBay for less than £100, designer chairs for £50 and Le Creuset pots for less than £80. But one eagle-eyed surfer went to the eBay site and was unable to find the items at that price and reported eBay to the ASA.
The ASA felt that most users of eBay would understand the nature of the eBay website but nevertheless stated that “all the items depicted in the ad should have been available for the whole time the ad appeared, and as soon as the items were no longer available the ad should have been withdrawn"
Despite the finding the ASA do not appear to have imposed any penalty on eBay so one presumes they consider this to be a minor infringement of the rules. A a spokesman for eBay stated "we have duly noted the ASA's ruling".