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Payday lender ad deemed socially irresponsible after Citizens Advice campaigner complains to ASA

26 Chwefror 2014

The Advertising Standards Authority has banned an advert from payday lender www.paydaypig.co.uk following a complaint made by a Citizens Advice campaigner.

The complaint raised concerns that the images of cartoon pigs, along with the claim "treat yourself and a loved one to a weekend away and a slap up meal" were irresponsible because they trivialised the decision to take out a loan.

The Advertising Standards Authority has today, Wednesday 26 February, ruled the advert must not appear again in its current form.

Citizens Advice Chief Executive Gillian Guy said:

“It is inexcusable to trivialise borrowing by suggesting it can be used for treats and non-essential spending.  Taking out a loan is a serious matter and can have devastating consequences if things go wrong.  Consumers need to be able to make an informed decision about taking out a loan.  

“It is good to see the ASA taking tough action to protect consumers following our campaigner’s complaint. Banning this advert sends a strong message to payday lenders that irresponsible advertising will not be tolerated.

“There is still a long way to go before the payday loan industry has cleaned up its act.  Citizens Advice continues to help people who are in dire financial straits after taking out a payday loan.  It’s important the FCA sticks to its plans to take a tough stance against the industry.”

Notes to editors:

  1. The Citizens Advice service comprises a network of local bureaux, all of which are independent charities, the Citizens Advice consumer service and national charity Citizens Advice. Together we help people resolve their money, legal and other problems by providing information and advice and by influencing policymakers. For more see the Citizens Advice website.
  2. The advice provided by the Citizens Advice service is free, independent, confidential, and impartial, and available to everyone regardless of race, gender, disability, sexual orientation, religion, age or nationality.
  3. To find your local bureau in England and Wales, visit citizensadvice.org.uk. You can also get advice online at adviceguide.org.uk
  4. You can get consumer advice from the Citizens Advice consumer service on 03454 04 05 06 or 03454 04 05 05 for Welsh language speakers
  5. Citizens Advice Bureaux in England and Wales advised 2.3 million clients on 5.4 million problems from October 2013 to September 2014. For full 2013/2014  service statistics see our quarterly publication Advice trends
  6. Citizens Advice service staff are supported by more than 21,000 trained volunteers, working at over 3,000 service outlets across England and Wales.