High-cost short-term credit, Brexit and financial promotions – another decision from the ASA

On 20 March 2019, the Advertising Standards Agency (the ASA) published a decision deciding an advertising email sent by Cash On Go Limited t/a Peachy.co.uk was irresponsible by saying “… no one really knows what’s going on with this whole Brexit malarkey … and some say it could affect the amount of food available … We do not want to believe that Brexit will impact the amount of food available but it’s still a good idea to have a little stockpile ready. That way you’re always prepared for the worst … Things can pop up even when you think everything is going swimmingly … That’s when you might need a little extra help“.

The ASA acknowledge the email used “a light hearted tone“, “did not use definitive language regarding the future” and “concluded that credit decisions should be made after careful consideration“. However, it considered the overall approach was likely to put “emotional pressure on readers” so they would “go further than they would otherwise have been able to afford by taking out a loan and that, if they did not, they risked being unable to feed themselves or their families“.

This is another robust decision by the ASA – it is starting to be increasingly more difficult to publish complaint financial promotions.

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