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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Ukip leader Paul Nuttall also said he would want to get rid of Sharia courts.
Over 40,000 people picked up their packs to take part in the annual marathon in the capital.
The country's voters are concerned about security, the economy, and the 10% unemployment rate.