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
"Big Sam" was spotted letting his hair down in the seaside resort weeks after securing Premier League survival for Sunderland.
A look ahead at the Bank Holiday forecast for the Tyne Tees region.
Do you want to Leave or Remain in the European Union? That's the question facing everyone in the country. But what do young people think?