Cash Converters rapped by ASA for encouraging ‘frivolous spending’ in advert
A Cash Converters ad has been banned by the ASA for encouraging people to take out a loan for a "new BBQ" and "a 'Kiss Me Quick' hat for the beach".
The complainant suggested the direct mail promotion encouraged ‘frivolous spending’.
Cash Converters defended the advert by saying its customers did not always have access to other areas of mainstream credit and that summer holidays could be an expensive time, particularly if unexpected bills arose. It added the reference to the "Kiss Me Quick" hat related to buy-backs, which were not considered to be a financial service.
However, the ASA ruled that a BBQ and entertaining children in the summer were unlikely to be considered essential purchases and that the references to them suggested that taking out a loan or other type of cash advance for them was something that could be approached lightly.
The ad was therefore banned, with the ASA stating: “We told Cash Converters (UK) Ltd to ensure that their future advertising was prepared with a sense of responsibility to consumers and to society.”