We've been calling for a ban on payday loans on children's TV. The risk is they effectively groom a new generation of children, normalising, legitimising and mainstreaming this dangerous type of niche borrowing.
Marketing is at the core of these loans, which cause many people pain and misery.
They're slick, fast, efficient technological plays, the crack cocaine of lending that have created a market that didn't really exist five years ago - and sadly our lack of regulation means they thrive here while other countries have far more effective controls.
To hear the Leader of the Opposition pick up the cudgel is a joy.
– Martin Lewis, the founder of MoneySavingExpert.com
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"