Review into the content of television advertisements for high-cost short-term credit and promotion of irresponsible borrowing behavior.

The Broadcast Committee of Advertising Practice (BCAP) has completed a review of the content of television advertisements for high-cost short-term credit (HCSTC).

The review has assessed whether BCAP’s rules and guidance it shares remain fit for purpose.
BCAP has considered that its rules and guidance are fit for purpose, although have found an area of concern with a small number of adverts. Advertisers should be careful not to promote their products as long-term supplement to irregular, low income.

You can download the BCAP Payday Loans Review. It’s free and you can read a copy here.

The Committee of Advertising Practice and BCAP have also published updated joint guidance on trivialisation in high-cost short-term credit ads. You can read a copy here.

Take advantage of our Bespoke Advert Review service. Our fast and confidential service is essential for Ad agencies, advertisers and broadcasters who want to check how their prospective advertisements (broadcast and non-broadcast) measure up against advertising rule requirements

Contact us today, and find out how we can help.

Pages of interest:

Have you an opinion on the above or got an article you wish to share? Get in touch today. We’re love to hear from you.