An “irresponsible” TV advert from the Money Shop has been banned by the Advertising Standards Authority.

 ASA judged that Money Shop had “presented a payday loan as a way of addressing financial concerns.”

A voice over on the advert said: “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.

“So if you’re experiencing one of life’s little ups and downs, apply online.”

The Authority also ruled that the APR, which was included in text on screen, was not sufficiently prominent.

While ASA were satisfied that the line “if you’re experiencing one of life’s little ups and downs” reflected the purpose of the loan, it was not enough counteract the impression given elsewhere that they a viable solution to ongoing financial problems.