Payday Loan Advertisements

Lord Lennie Excerpts

Tuesday 21st July 2015 Lords Chamber

Asked by

[Lord Lennie]

To ask Her Majesty’s Government what steps they are taking to protect children from payday loan advertisements in the light of the review conducted by the Broadcast Committee of Advertising Practice.

[The Parliamentary Under-Secretary of State, Department for Culture, Media and Sport (Baroness Shields) (Con)]

My Lords, the Government are determined to ensure that children are protected from inappropriate advertising by payday lenders. We support the recent review and revised guidance from the Broadcast Committee of Advertising Practice warning advertisers against trivialising or distorting the serious nature of payday loan products. This advice strengthens protection for both children and adults, and we look forward to BCAP’s forthcoming public consultation on scheduling.

[Lord Lennie (Lab)]

I am grateful to the Minister for that reply. Perhaps I may ask her two things. First, can she enlighten the House about the members of BCAP who conducted the review into the effectiveness of rules protecting children? Secondly, does she agree with the committee’s rather perverse conclusion regarding one particular advertisement, which featured children in the lead-up to Christmas sitting under a Christmas tree unwrapping presents, that it did not have an “undue appeal to children”?

[Baroness Shields]

Addressing the noble Lord’s second question first, the BCAP review actually said that it appealed to children but also to vulnerable adults, and the new rules are aimed at addressing that matter on behalf of both groups. The ASA Council governs BCAP and it must seek advice from the Advertising Advisory Committee on the consumer perspective in all broadcast issues. Two-thirds of the members of the ASA Council come from outside the media industry, while BCAP is made up of media representatives, although it is subject to the oversight of the ASA, so we believe that it is an impartial body.