Payday loan brands must prioritise emotion as ad scrutiny deepens

A consultation had looked into whether it was necessary to introduce scheduling restrictions on the television advertising of high-cost short-term credit (HCSTC), a category more commonly referred to as payday loans. Scheduling rules are mainly used to limit exposure of a particular audience, typically children and young people, to advertising for products that should not be directed at them.
However, the new scheduling restrictions for payday loans brands was rejected yesterday (June 30) by the