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
Thousands of Newcastle fans are expected to boycott today's game against Tottenham at St James' Park.
Fine and mostly dry with some sunny spells for the first half of the new working week
A man has died after a car was overturned on the A1 this morning.