Watchdog raps 'flippant' loan adverts

Adverts for loans and credit cards dressing up major financial decisions as light lifestyle choices have been rapped by the advertising watchdog.

The Advertising Standards Authority (ASA) has warned advertisers not to take advantage of the recession to push financial products for those struggling.

The ASA's annual report highlights a crackdown on financial firms as a major initiative for the coming year.

Over 2008, a number of firms were hit for trivialising applying for credit or insurance.

The body stopped TV adverts from for Picture Financial Services showing a man playing football and chatting about sports while being filmed by his wife at the same as applying for a loan over the phone.

The ASA ruled the ad to be misleading for implying that consolidating unsecured loans was a decision that could be taken lightly.

Further adverts for loans trivialising taking a loan and encouraging irresponsible spending, as well as those not highlighting the period of time a loan would be over for low advertised repayments, were taken off the air.

Matt Wilson, ASA spokesperson, said: "In a period of downturn extra vigilance on financial advertising is needed.

"Our rulings in 2008 made it clear about not making loans or debt a flippant or lifestyle choice."

He added as well as relying on competitors and consumers to complain, the ASA was making sweeps of advertising and encourage training so advertisers can meet the necessary standards.

"Advertisers must not take advantage of the slump to target those in need or with money problems."