CFA responds to Ofcom research on payday loan TV adverts Russell Hamblin-Boone, Chief Executive of the Consumer Finance Association, which represents the major short-term lenders operating in the UK, said: “CFA members do not target any specific group of people and certainly not children, either through advertising on children’s TV channels or through using childish. Figures from regulator Ofcom showed that children aged four to 15 saw three million payday loan TV adverts in 2008, but this had grown to 596 million in 2012, accounting for 0.7% of adverts seen. Figures from regulator Ofcom showed that children aged four to 15 saw three million payday loan TV adverts in 2008, but this had grown to 596 million in 2012, accounting for 0.7% of adverts seen. Payday loan TV adverts are a 'subtle way of grooming' children to think debt is normal, says Floella Benjamin Ex-children's television presenter warns of impact of adverts on children 1 October 2014. ALMOST three quarters of parents want payday loan advertising banned from pre-watershed TV and radio. The figure comes from a report [pdf] by The Children's Society charity, which also revealed that 72% of teenagers have seen at least one payday loan ad in the past week, with more than two thirds saying they'd seen one on TV in the. Children were exposed to 596-million payday loan TV adverts last year, an average of 70 ads per child, according to an Ofcom study. By Seb Joseph 10 Dec 2013 2:15 pm. Twitter; Facebook; LinkedIn; The figure compares to findings from the same report today (10 December) revealing that each adult saw an average of 152 payday loan adverts in 2012. This represents the total number of times an advert is seen by viewers. This had reached 4.2 billion by 2011, and grew to 7.5 billion impacts in 2012, when payday loan adverts accounted for 0.8% of all TV advertising seen by adult viewers. Each adult saw an average of 152 payday loan adverts on TV last year. Ofcom has today published audience research into advertising of ‘payday’ loans on TV. Ofcom commissioned analysis earlier this year to look at the volume, scheduling, frequency and exposure of payday loan advertising on UK TV.1 The research is based on an analysis of BARB viewing data over five years from… In addition to the Advertising Standards Agency, which regulates payday loan TV adverts and has already banned 23 such adverts since April 2013, the FCA has powers to ban misleading adverts which. Payday loan TV adverts keep occupy prime time TV slots due to their popularity translating into revenue for their companies. Therefore almost all of the population have a great notion of what pay day loans are, or exactly what the companies behind them say they are!