During a debate on the Consumer Rights Bill in the House of Lords yesterday, minister Baroness Jolly said the Broadcast Committee of Advertising Practice (BCAP) will now look into the scheduling of payday loan ads, as well as their content.
"The Government is determined that children are protected from inappropriate advertising by pay-day lenders," she said. "The key to protecting children must be to ensure that all adverts seen at any time of day have appropriate content and are not marketed at children in any way."
The move has been welcomed by campaigners including the Children's Society.
"Our research shows that children are routinely being exposed to advertising that makes high-risk, high-cost loans seem fun or normal. And the majority of British parents support a pre-watershed ban," says chief executive Matthew Reed.
"Children should learn about borrowing and debt from their school and family – not from irresponsible payday loan advertising which encourages families to fall into problem debt."
But Baroness Jolly's announcement wasn't quite enough for Labour, which attempted to amend the Consumer Rights Bill to ban payday loan ads before the watershed too, but lost by 216 votes to 200.
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