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 major sea rescue mission sees a man saved at Hendon. It is thought he had been fishing from the promenade.
New Metro fares in 2016 will mean a rise in the cost of daysavers, and a reduction in single fares
Shops across the North East and the rest of the UK have experienced a quieter start than predicted at today's Black Friday events.