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Payday loan ad banned following Citizens Advice action

22 Gorffennaf 2014

The Advertising Standards Authority (ASA) has banned a payday loan advert by Pounds to Pocket following a complaint made by Citizens Advice.

The national charity raised concerns that an email advert encouraged consumers to use a short-term loan to fund birthday celebrations and promoted a casual, 'worry-free', attitude to taking out a short-term loan.

The ruling comes a week after payday lender Wonga said it would no longer use puppets in its advertising.

Citizens Advice Chief Executive Gillian Guy said:

“Payday loans can add to financial worries, not take them away.  It is irresponsible for any lender to promote a casual attitude to borrowing by suggesting using loans are worry-free and can be used to fund celebrations.  Citizens Advice helps thousands of people each year who have been landed in debt because lenders failed to carry out checks to assess whether people can afford to repay.  

“The ASA’s decision to ban this advert sends a strong message to other payday lenders that this type of marketing is irresponsible and not appropriate.  The ruling also demonstrates the power consumers have in making a stand against irresponsible advertising.  Anyone concerned about a payday loan advert can report it to Citizens Advice or the ASA directly.”

In March 2014, Citizens Advice reported seven adverts to the ASA for irresponsible and misleading conduct. This is the first ruling from the complaint.

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.