eg, if you complain about an advert from a Canadian firm the ASA will refer it to the appropriate national agency for you. My limited understanding is this is reciprocal for residents of those nations too.
The rules are being flouted wholesale, yet many nations have an ASA that could do something about it.
[1] http://www.easa-alliance.org/
[2] https://www.asa.org.uk/About-ASA/Working-with-others/Cross-b...
The ASA is generally likely to consider terms such as “sponsored content” as referring to a traditional sponsorship relationship, where material has been financially sponsored but over which the creator retains editorial control. Sponsorship of this kind is not covered by the CAP Code.
Using such terms to describe an ad feature is unlikely to be acceptable. Following an ASA challenge, the ASA ruled against an ad that was included in a “sponsored section” of a website and labelled as “in association with”, considering that the labels in themselves did not make clear the commercial nature of the content
The ASA rules are pretty tight. The user has to know something is paid for content before clicking. So a YouTuber putting out a sponsored video needs to include something in the title of the video, and the link, saying "sponsored content". A banner at the start of the video isn't enough.