Ad description
A radio ad for Pounds to Pocket, a short-term loans company, featured a voiceover style of a newsreader and stated, "Breaking news. Alien life forms are coming to Pounds to Pocket for help with their finances. Earlier, I interviewed an alien known simply as Bert. Here's what he had to say." A character with a distorted 'alien' voice then stated, "Well I needed a loan quickly. So I looked on your internet and found I can apply for a loan anytime, anywhere." The voice-over then stated, "At Pounds to Pocket, we've helped thousands get the finances they need. For more information, visit [website address]. Pocket a loan today, with Pounds to Pocket. Terms and conditions apply."
Issue
A listener challenged whether the ad was irresponsible because it trivialised the process of applying for credit and taking on debt.
Response
CashEuroNet UK LLC (Pounds to Pocket) said the ad's claim that they offered loans "anytime, anywhere" was correct because it offered loans only online. They confirmed the service was available 24 hours a day, seven days a week. They pointed out that the ad directed listeners to their website as a source of further information about the service.
Pounds to Pocket said the ad made clear that the credit taken on by the alien was essential, rather than something which was desired, and was demonstrated by the alien saying "I needed a loan quickly". They considered a reference for a need to take out credit could, in no way, be seen as trivialising a decision to take on debt.
Pounds to Pocket explained that the alien was part of a wider advertising campaign and was intended to highlight to listeners the convenience of being able to apply for a loan online. In this case, the ad was intended to show listeners that the alien, despite not living on Earth, was still able to apply for a loan from Pounds to Pocket without any problems. They said that using an alien reinforced the fact that, subject to their terms and conditions, the internet application process could be used even by those who may not be familiar with, or use, the internet regularly. They added its use was to connect with those under-banked listeners who may feel "alienated" by banks and to provide those consumers with the opportunity to find out more information about Pounds to Pocket at the website for the financial help they needed.
The RACC felt that listeners were likely to see the idea of an alien taking out a loan and being interviewed by a human being as light-hearted. They believed the alien's comments about the advertiser's product were likely to be seen as a factual observation of their experience in taking out a loan and that listeners were unlikely to regard the ad as trivialising the decision to take out credit. Therefore, they did not feel the ad was irresponsible.
Assessment
Upheld
The ASA acknowledged the ad was for short-term credit and that there would be circumstances when consumers might find themselves in need of a loan. However, the ad did not offer any explanation as to why Bert had found it necessary to take out a loan. We noted that we had recently adjudicated on ads for credit where those circumstances of need had been clear, but that the current ad made more general references to wanting a loan without any sense that necessity had led to that decision.
The ad stated that consumers could "pocket a loan today". We considered the use of an alien character removed the ad and the process of taking on debt, from reality which could disguise the seriousness and consequences of taking out credit. We considered that the combination of the use of the alien, with the claim "pocket a loan today" and the lack of context about why the loan was needed depicted a casual attitude to borrowing money and that the ad trivialised the decision to take out credit. We therefore concluded it was socially irresponsible.
The ad breached BCAP Code rule 1.2 1.2 Advertisements must be prepared with a sense of responsibility to the audience and to society. (Social responsibility).
Action
The ad must not be broadcast again in its current form.
