BCAP has carried out a review of the content of television advertisements for high-cost short-term credit (HCSTC) to assess whether irresponsible lending behaviour is being promoted. The review has assessed whether our content rules and the guidance remain fit for purpose. After careful consideration, we consider that its rules and guidance are generally fit for purpose in light of the current market and regulatory framework.

However, we did find an area of concern with a small number of ads and has added a note of caution to advertisers that they should be careful not to promote their products as a long-term supplement to irregular, low income. 

Read our updated guidance on trivialisation in high-cost short-term credit ads

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