Shelter estimates that almost one million people took out a payday loan over the last 12 months to help them cover their mortgage or rent.
Mandy Buxton was one of them, she told ITV Daybreak that she now faces eviction.
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Shadow business secretary Rebecca Long-Bailey has called for "immediate" relief to prevent thousands of companies going out of business.
A spokesperson criticised the behaviour of a "small number" of fans at the game between Birmingham City and the Wolverhampton Wanderers.
Those taking part in the bizarre trend say the combination of fruit juices and hot water makes for a uniquely liberating experience.