%VIRTUAL-SkimlinksPromo%Ministers have declined to back MPs' calls for a ban on payday loan adverts on children's television despite admitting there had been a "concerning" rise in the number being viewed by youngsters.
The Business, Innovation and Skills (BIS) Committee recommended pulling the plug on such promotion after hearing fears that the next generation was being "groomed" towards such borrowing.
It was shown evidence that the average child aged between four and 15 was exposed to 70 payday loan adverts last year and was being persuaded that using such credit was "fun" and "easy".
In its response to the committee's report, the Government said the problem was "relatively small" and the advertising watchdog already applied "strict" rules.
"The increase reported by Ofcom in the number of payday lending ads seen by children is concerning," it said.
"But it is also important to note that they comprise a relatively small 0.6% of TV ads seen by children aged four to 15.
"The Broadcast Committee of Advertising Practice (BCAP), the body that writes the Broadcast Advertising Code, is considering the extent to which payday loan advertising features on children's TV
and whether there are any implications for the ASA's regulation of this sector."
It said the Advertising Standards Authority "will not hesitate to ban irresponsible adverts, and has a strong track record of doing so, including recent Wonga and Peachy adverts".
The Government said it "strongly endorses" a warning from the Financial Conduct Authority to lenders that it will act if they fail to improve the way they share information to prevent struggling borrowers from taking on multiple debts.
The regulator is planning a range of curbs to toughen up on the sector when around 200 payday lenders come under its remit next month.
Politically incorrect: 1950s advertising
Ministers resist payday loan ad ban
We begin with breakfast. Or in this case, Post Grape-Nuts. And because this clearly delighted woman has been sticking to her delicious low-fat cereal, she CAN buy the floral summer dress, while the poor, overweight frump in the background looks on with envy and disapproval.
Of course, this sort of advertising still continues in the 21st century, except it's rather more sophisticated these days. Slim and pretty women always sell more clothes than plain or dumpy ones.
What did American advertisers think women wanted in the 1950s? More financial independence? Pay equality with men? A European holiday? Better orgasms or birth control? What they really wanted was a better soap powder.
Tide's got what women want! The crudity of the message, some 60 years on, is breathtaking.
Plenty of other brands, of course, had been busy promoting cleanliness for several decades beforehand. One new soap was Dove, a novel brand back in 1957. "One quarter cleansing cream - ordinary soap dries your skin but Dove creams your skin while you wash."
Predictably women were the target while men were groomed by marketeers to worry about hair (buy XYZ hair tonic for added confidence). Women were also gagging for softer loo roll. "New soft toilet tissue brings comfort women long for".
Men, it seems, couldn't care less how abrasive the experience was (and not a lot seems to have changed).
While detergent and food manufacturers attempted to focus the minds of many females on the home, motor manufacturers were also zeroing in on women, though often only as back seat passengers, as this Ford ad makes clear.
However the Independent Electric Light & Power company had other ideas. Not only were women in the driving seat in this company's futurisistic vision of the future, they had also taken to the air and were piloting their own craft too. But the flight was only to the shopping mall (note the stacked grocery bag) followed by the school run.
At least Independent Electric Light & Power had the presence of mind to predict roof solar heating panels (at least they look like solar water heating panels on the house roof in this depicted ad).
Of course, many women didn't have any kind of life in the week at all, so busy were they with cleaning, cooking and blending in with the ironing board. But every Friday night they had a chance to see LIFE.
"For five days a week," simpered this women's story advert, "she was a housewife; at the weekends a lady of leisure. It was the sort of thing that led to a split personality."
Really? It didn't lead to a bored, frustrated and rebellious personality instead? How much, then, has changed, would you say?