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ASA bans payday loan TV advert

The Advertising Standards Authority has upheld a complaint against a payday lender for a TV advert which failed to include a representative APR.

The ASA upheld two complaints against Think Finance, trading as Sunny, for two separate TV adverts.

The first advert shows a puppet character on the phone to another payday loan company which says it does not know what “Sunny rates” are. The character says they are “rates that can drop the next time you borrow, just by making four on-time payments”.

The advert did not include a representative APR.

The ASA upheld the complaint, ruling it breached the code because it did not include a representative APR despite making a statement that indicated the lender’s terms were more favourable than other lenders’.

In a second advert, the firm did include a representative APR figure of 1,971 per cent but the ASA ruled the text was not prominent enough.

The ASA says the adverts must not be broadcast again in their current form.


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  1. Why is it taking regulators so long to get to grips with payday lenders?

    And why has Wonga not been stripped of its Consumer Credit Licence for a serious breach of Treating Clients Fairly rules and posing as solicitors? Surely a fine for such a serious breach is inadequate. I can’t imagine what would have happened if this was an IFA practice. I suspect the principle owner of the firm would have found themselves banned from any activity within financial services.

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