Payday Loan Company Advertising Starring Austrian Dancers Banned As “Socially Irresponsible” and Trivializes Borrowing Money to Buy a Car
- Loans 2 Go “trivialized” borrowing money with a humorous ad
- Banned ads feature women dancing in traditional Austrian clothing
- Men are seen being handed wads of cash as a light song is played
- The Advertising Standards Authority condemned the “party” atmosphere
A television commercial for a payday loan company featuring three dancing women dressed in Austrian clothes was banned for trivializing the practice of borrowing money to buy a car.
Two announcements for Loans 2 Go have been Ininvestigation by the Advertising Standards Authority following a “socially irresponsible” complaint for using light methods to convince borrowers to take out a payday loan rather than seeking less drastic measures to raise funds.
The regulator concluded that Loans to Go violated social responsibility laws, claiming that the “party atmosphere” created by the ad was unlike serious business of taking out a loan.
Forbidden: Loans 2 GB was convicted of “trivializing” the lending of money through humorous advertisements. One of their ads showed dancing women in traditional Austrian clothing dancing around an ice cream van
The The Advertising Standards Authority said Loans 2 Go broke its code of conduct by adopting an overly flippant attitude when taking out a loan, adding that while the ad explicitly states the terms of borrowing money, it did so in a context “happy, light and humorous”. which did not correctly highlight the potential consequences.
The first announcement show a man standing in his driveway with a sign for sale on his car while another man dressed in lederhosen plays the accordion in front of him.
A voiceover then said: “More cash? Sell your car to make ends meet? At which point the costumed man begins to sing: “For money today, use Loans 2 Go, you can always keep your car” to the tune of “For He’s a Jolly Good Fellow”.
The voiceover adds “Take a logbook loan on the car you own” as three women, also dressed in traditional Austrian clothing, begin to dance around the car.
Serious Business: The Advertising Standards Authority said that the “cheerful, light and humorous vibe” contrasted with the true nature of borrowing money and condemned the “party atmosphere”
Optimistic: One person complained that the ads were “socially irresponsible” to trivialize loans. The Advertising Standards Authority said they should no longer be released in their current form.
THE CRITICISM OF MONEY LENDERS HAS INCREASED OVER THE PAST YEARS
A number of short-term loan companies have come under criticism in recent years and discussions have taken place in the House of Commons on how best to control them.
In 2008, Credit Action, a financial education charity, complained to the Office of Fair Trading, claiming that lenders had violated regulations by targeting potential customers on Facebook. The main complaint was that the APR was not displayed in a conspicuous place, as required by UK regulations.
In 2010, the pressure group Compass organized a campaign to “end legal loan sharking” which saw more than 200 MPs sign an Early Day Motion in April of the following year.
Payday lender Wonga has come under heavy criticism over interest rates, debt collection methods and his £ 24million sponsorship of Newcastle United which critics say may entice young fans impressionable to go into debt.
Earlier this year the The Advertising Standards Authority slammed Cash Lady for suggesting that payday loans could fund a celebrity lifestyle.
The ASA has since been barred from using Kerry Katona in advertising, claiming it is too heavily associated with debt.
The accordion player then hands the borrower a wad of £ 20 bills as the on-screen text appears, saying, “Loans secured on your vehicle. Subject to vehicle value, proof of income, status and availability. ‘
He added that the deal depended on the seller providing a logbook, technical check, insurance details – and reimbursement was based on an APR of 356.3%.
In the second ad, an ice cream vendor is shown in his van as a voiceover says, “More cash? Does your business need a helping hand? “
The man and woman clad in lederhosen then reappear, dancing around the ice cream van as the ice cream vendor receives a wad of cash.
One person complained that both advertisements were socially irresponsible in trivializing the nature of taking out a secured loan on your vehicle.
The Advertising Standards Authority subsequently banned the ads, saying they should no longer be served in their current form.
Describing the reasons for the ban, he said: “We noted that the jingle used in both commercials was eye-catching and upbeat, that it was likely to be recognized by many viewers as the tune of” Car c ‘is a good guy,’ and that during both commercials, men and women were seen in lederhosen dancing, singing and smiling as the two drivers received a wad of banknotes.
Light-hearted: Throughout the commercials, men are given wads of cash as jovial music is played and a voiceover says that the money can be borrowed for the value of a car
The Authority added: “We considered the general atmosphere of both announcements to be cheerful, light and humorous, in contrast to the serious nature of the business of taking out a loan.”
“We noted that the ads explained that men needed a loan to fill a financial gap, described credit underwriting as one-time, and explicitly stated that loans were subject to proof of income, but due to the festive atmosphere of the advertisements and the lack of emphasis on the potential consequences of taking out a loan, we felt that the advertisements were trivialized and presented a flippant attitude towards taking out a loan “, they declared.
The Advertising Standards Authority has stated that it tolD Loans 2 Go Ltd to ensure that all future advertisements comply with applicable consumer credit legislation and have been prepared with a sense of responsibility to consumers and society. ‘
The bosses of Loans 2 Go Ltd admitted that the APR should have been given more prominence, but insisted it was a cheaper rate than other providers.
They agreed the ads were “light and humorous” but said it was to help consumers familiarize themselves with the Loans 2 Go brand.
They added that the ads “reflected real life situations that Loans 2GB said their customers were facing, and the ads were presented in that context” and did not “trivialize the nature of taking out a loan. “.