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Controversial payday loan lender Wonga has denied it actively shows adverts during children's TV programmes, arguing it has a "strict, long-standing policy" not to advertise to young adults.
Wonga is well known for its TV ads featuring a trio of elderly puppet characters named Betty, Joyce and Earl who explain the process of taking out a short-term cash loan to viewers.
Their denial came after a group of MPs called for a ban on payday loan adverts during children's TV shows.
A personal finance expert who warned MPs children risked being "groomed" by payday loan ads is "delighted" they have called for them to be banned during kids TV shows.
Founder of MoneySavingExpert.com Martin Lewis said children were so used to payday loan adverts they nagged their parents into getting one so they could buy them more toys.
Children risk being "groomed" towards using payday loans if adverts for companies like Wonga continue to be screened during TV shows aimed at young children, a group of MPs has warned.
The Business, Innovation and Skills (BIS) Committee recommended banning payday loan adverts during children's TV as it made the controversial financing look "fun" and "easy".
The committee heard evidence from consumer campaigners who warned that "cartoon puppets" used on payday lenders' adverts suggest that taking out a loan can be fun.
The average child aged four-15-years-old was bombarded by 70 payday loan adverts throughout last year, MPs said in their report.
The MPs' committee chairman Adrian Bailey said: "Children's programmes are simply not an acceptable place for payday loan adverts."