misuse of lba can result in claims for a product or service that the advertiser cannot substantiate. advertisements and advertorials that incorporate the geographical location of the customer have the potential to breach advertising rules, standards and codes of conduct in many legislatures. for instance, the uk advertising standards authority (asa) requires all advertisements to be honest, truthful and not mislead. since the promoter will not know the final wording of the advertisement in every case, it cannot undergo a proper compliance check. a claim such as "[location] woman loses 10 pounds with our new diet plan" is clearly false, since it cannot be substantiated for the majority of geographies where the advertisement might appear. claims based on lba have been ruled misleading by the asa on a case-by-case basis.