Assessment. The ASA considered that the voice-over statement, "Even with the best training, keeping an eye on our money can be a bit of a tease, and if you're looking at your finances, The Money Shop can point you in the right direction" positioned the advertised service as of benefit to those having difficulty in managing their finances and implied that it was a suitable medium of addressing ongoing financial concerns.
We noted the existence of the graphic of the moving on-screen cursor at the point that the voice-over referred to "the right direction", but did not consider that that changed the impression given by the claim that the Money Shop could be a solution to financial worries, whether in-store or online. We understood that short-term, high-interest loans of the type promoted in the ad were primarily of benefit to those in need of money to cover occasional unexpected shortfalls between paydays, and were not intended as a solution to wider financial problems.
Although we were satisfied that the reference later on in the ad to the loans as being suitable for those "experiencing one of life's little ups and downs" accurately reflected the main purpose of the credit product on offer, we considered that that was not sufficient to counteract pmc bank personal loan documents impression given elsewhere in the ad that payday loans of the type promoted were a suitable method of addressing wider financial difficulties.
We therefore concluded pmc bank personal loan documents the ad was irresponsible.
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