Advertising Standards Agency cracks down on payday lender
The Advertising Standards Agency forced payday lender First Financial, trading as First Payday UK, to pull adverts after concerns they were misleading to consumers.
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Five of the complainants challenged whether the text messages were unsolicited; five of the complainants objected that some of the ads were irresponsible because they suggested a loan should be used to fund a social life; and ten of the complainants objected that the familiar style of address in the ads did not make clear that the text messages were a marketing communication.
The ASA upheld the complaints and told First Financial and Akklaim Telecoms to ensure text message ads were clearly identifiable as marketing communications and were only sent to those who had given explicit consent to receive them .
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