The advertising of high-cost short-term credit (HCSTC) has attracted concern across society, including Government, media, consumer protection bodies and the public, particularly as the use of HCSTC became more prevalent during the economic downturn. We have closely monitored these concerns to ensure that we provide proportionate levels of protection for consumers, particularly the vulnerable, while allowing advertisers to reach a legitimate adult audience.

Following public consultation, and an extensive and carefully-considered review process leading up to it, we have decided not to introduce scheduling restrictions on the advertising of HCSTC. However, we have decided that a further review of the content of HCSTC ads is needed to ensure that our rules remain fit for purpose in light of the current market and regulatory framework.

Our regulatory statement and terms of reference for our content review can be found here.

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