After receiving complaints from various pressure groups, the UK Advertising Standards Authorities (ASA)—whose role is to ensure that advertisement are "legal, honest and truthful"—took Monsanto to task over a series of full-page press advertisements that aimed to communicate Monsanto's enthusiasm about plant biotechnology. The ASA upheld several complaints of a factual nature—that Monsanto had only been testing GM crops for 16 years and not 20 as implied in the ads. There were complaints, too, that the combining of text saying that GM crops had been approved in 20 countries (true) with pictures of GM tomatoes and potatoes (which exist) implied that GM potatoes and tomatoes had been approved in 20 countries (not true). A spokesman for the ASA commented that a large company like Monsanto should be aware that "there are groups out there who pick holes in everything it says and should be very careful with their advertising." Clearly, like many other large companies, Monsanto should stick to vacuous copy and tag-lines. Look out for "GM is it"; "GM: just do it"; "GM, because I'm worth it" or "Welcome to GM country."