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The Labour leader Ed Miliband has called adverts for payday loans not to be allowed to air during children's TV programmes.
He said: " As a father of two young boys I know they can be influenced by what they see and I don't want payday lenders talking advantage of the cost of living crisis and targeting children in this country"
According to a recent survey by MoneySavingExpert.com:
- More than one in three people with youngsters under 10 said their children had repeated payday loan ad slogans to them.
- 14% said that when they had refused their under-10 something, they had been "nagged" to get a payday loan to pay for it.
Ed Miliband has called for payday loans adverts not to be allowed to air during children's programmes and warned Labour would change the law to ban them if necessary.
The opposition leader accused lenders of "putting pressure on our kids" with child-friendly, animated commercials to take advantage of families feeling the squeeze.
He called for them to be treated as gambling and junk food promotions, and said if the Advertising Standards Authority failed to act, a Labour government would legislate.
Mr Miliband has targeted what he dubs the "Wonga economy" as a symbol of his campaign to highlight the rising cost of living.