We've been calling for a ban on payday loans on children's TV. The risk is they effectively groom a new generation of children, normalising, legitimising and mainstreaming this dangerous type of niche borrowing.
Marketing is at the core of these loans, which cause many people pain and misery.
They're slick, fast, efficient technological plays, the crack cocaine of lending that have created a market that didn't really exist five years ago - and sadly our lack of regulation means they thrive here while other countries have far more effective controls.
To hear the Leader of the Opposition pick up the cudgel is a joy.
More top news
Five NHS trusts in the Midlands have come under fire after it emerged bosses were sitting on more than £134 million of spare cash.
A factory worker's faithful friends saved his life by lying with him to keep him warm when he fell into a diabetic coma in the freezing cold
A British military healthcare worker is being monitored at the Royal Free Hospital following a needle-stick injury in Sierra Leone.