We noted the existence of the graphic of the moving on-screen cursor at the point that the voice-over referred to "the right direction", but did not consider that that changed the impression given by the claim that the Money Shop could be a solution to financial worries, whether in-store or online. We understood that short-term, high-interest loans of the type promoted in the ad were primarily of benefit to those in need of money to cover occasional unexpected shortfalls between paydays, and were not intended as a solution to cash advance near 93630 financial problems.
Although we were satisfied that the reference later on in the ad to the loans as being suitable for those "experiencing one of life's little ups and downs" accurately reflected the main purpose of the credit product on offer, we cash advance near 93630 that that was not sufficient to counteract the impression given elsewhere in the ad that payday loans of the type promoted were a suitable method of addressing wider financial difficulties.
We therefore concluded that the ad was irresponsible. On cash advance near 93630 point, 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. (Responsible advertising). We noted that, under Regulation 6(1)(b), credit ads must specify an RAPR if they included any incentive to apply for credit or to enter into an agreement under which credit was provided, and that that RAPR should be given greater prominence than the incentive (Regulation 6(2)).
We acknowledged the Money Shop's and the agency's argument that the offer of £5 cashback for every £100 borrowed, payable when the loan was repaid in full on or before its due date, was not an incentive but rather a reward for good borrower behaviour.
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