Children risk being "groomed" towards using payday loans if adverts for companies like Wonga continue to be screened during TV shows aimed at young children, a group of MPs has warned.
The Business, Innovation and Skills (BIS) Committee recommended banning payday loan adverts during children's TV as it made the controversial financing look "fun" and "easy".
The committee heard evidence from consumer campaigners who warned that "cartoon puppets" used on payday lenders' adverts suggest that taking out a loan can be fun.
The average child aged four-15-years-old was bombarded by 70 payday loan adverts throughout last year, MPs said in their report.
The MPs' committee chairman Adrian Bailey said: "Children's programmes are simply not an acceptable place for payday loan adverts."
More top news
This defeat for Theresa May matters: it shows the fury among some MPs, notably those who voted to Remain, that they are being ignored.
Theresa May's government has been narrowly defeated in a key Commons vote after a rebellion by Conservative MPs.
Despite temperatures reaching double figures in the south today, it was still a chilly day, with brisk winds.