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New Guidance for payday loan ads

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Today, following a review of TV ads for payday loan products, we are publishing new Guidance to prevent ads trivialising the serious nature of taking out short-term, high-cost loans. The Guidance clarifies the spirit in which the rules must be interpreted, particularly the rule that requires ads to be responsible to the audience and to society.


For example, ads should not encourage consumers to make an ill-considered or rushed decision about borrowing, particularly without considering the financial implications of doing so.


In the light of research by the Children’s Society and evidence submitted in response to a call for evidence, we will now publish a public consultation on scheduling of TV ads for payday loans. The consultation will be launched by the end of July 2015.



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