The adverts are everywhere, some endorsed by celebrities and one soon to be on the shirts of Newcastle United players.
So-called payday loan companies offer small amounts of money at high interest rates over a short term.
The companies say they are a useful service, but charities say that they are worried about the increase in people from the North East getting into difficulties.
You can watch the full report from Lucy Taylor below.
More top news
"A 4-0 win had to be enough. Sometimes it's a hard life being a football supporter." By Stuart Stratford.
Durham and Cleveland Police are joining a national crackdown on drivers using mobile phones behind the wheel.
Operation Shimmer is targeting the minority of cyclists in the city who cause a danger to themselves and others by cycling without lights.