The Broadcast Committee of Advertising Practice or BCAP also warns that the high cost lenders will be breaching its guidelines if they suggest loans are a suitable means of addressing ongoing financial concerns, condone frivolous spending or unacceptably distort the serious nature of payday loan products.
Last year the online lender, Wonga, pulled its TV campaign featuring elderly puppets -- known as the Wongies -- playing music, dancing and in comic poses, on the grounds that the ads might appeal to children.
Recently it launched a new TV campaign showing working people, described as acting responsibly.
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