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
Newcastle United have achieved promotion back to the Premier League, just 348 days after being relegated.
New powers to clamp down on anti-social behaviour in Newcastle have been approved by city councillors.
Cold winds will bring tumbling temperatures and the risk of SNOW.