This is a welcome step in the right direction, but a restriction on advertising time does not go far enough.
These loans are targeted at financially vulnerable, often desperate people, and companies must be restricted - by regulation - from giving loans to those who simply cannot afford to repay them.
Cuts to trading standards have restricted the ability of officers to crack down on illegal loan sharks. Unison hopes the same mistakes will not be made with the new Financial Conduct Authority.
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The book by Cameron comms chief Sir Craig Oliver reveals that Mr Cameron was frustrated with Theresa May's neutrality during referendum.
Cloud and outbreaks of rain will ease away eastwards during the morning, clearing the east coast around midday with sunny spells developing.
Police and emergency services are attending the scene.