Credit leaflet slated by officials

Officials from the Advertising Standards Authority have criticised a leaflet that advertises credit deals, stating that the nature of the leaflet encourages women to get into debt.

The leaflet has been produced for a fashion and home catalogue, which is part of the Littlewoods group, called Shop Direct Financial Services. Watchdog officials stated that the leaflet encourages excessive credit spending, but the company has stated that it has followed all consumer protection laws.

Part of the leaflet reads "hot dates won't wait 'till pay day".  It also reads: "By the time you can afford that sexy new outfit, Mr Right, or Mr Right Now, could be long gone." It goes on to show a picture of a woman and a caption that reads: "'Not another new outfit, how can she afford it?' If only they knew her secret."

According to Shop Direct Financial Services the leaflet has been aimed at consumer aged over eighteen, and all details relating to interest and charges have been made clear in the leaflet.

Shop Direct Financial Services provides credit accounts for Littlewoods catalogue customers. The company also added that any consumer applying for this credit would first be credit scored to ensure that they could afford to take out the credit.

However, officials from the Advertising Standards Agency did not agree, and stated that the leaflet encouraged excessive spending on credit by women.

Officials added that that leaflet indicated that this sort of lifestyle could only be achieved through taking out credit. This comes at a time when many people are already struggling with finances and debts, and where many lenders have had to tighten their lending criteria due to the effects of the credit crunch.