Sajid Javid, Economic Secretary to the Treasury told Daybreak that there was "lots of irresponsible advertising" in the payday loans sector.
He said it needs to be addressed by an independent regulator, to make sure vulnerable consumers are not being targeted.
Payday lenders could be made to change the way they target customers under new laws to be revealed by the government.
The measures come as a report reveals serious problems in the market are harming consumers.
More top news
Millwall fans who caused problems at the match against Barnsley could face lifetime bans, the club said.
Counter-terrorism forces, backed by Shi'ite militias on the ground and coalition airstrikes, are moving into the city on several fronts.
A woman involved in a car crash had to be taken to hospital by helicopter with serious injuries.