AN ADVERT from payday lender Peachy.co.uk continues to be slammed by the watchdog for encouraging people into stockpiling food for Brexit using loans.
The lender, that have an average APR of a whopping 720 percent, hands out loans of between lb100 and lb1,000 to cash-strapped Brits be repaid in up to and including year.
But the Advertising Standards Authority (ASA) has branded one of its emails to customers as "irresponsible" and banned it from appearing again.
It says the ad was prone to put "emotional pressure" on borrowers pushing them into taking out loans they couldn't afford or risk not being able to feed themselves or their families.
It adds it played around the "fear" surrounding Brexit, particularly uncertainty over the accessibility to essential products and also the general economic stability following the UK leaves europe.
The ASA worries this might have caused concern for financially vulnerable those who are already struggling or worrying about their finances.
The advert, that was sent this January, said: “Let's be honest here, nobody really knows what's going on with this whole Brexit malarkey- it's supposed to be happening soon though plus some say it could affect the quantity of food available.
"About 50 % from the fresh foods we consumer is imported after all-
"We do not want to believe that Brexit will change up the amount of food available but it is still smart to possess a little stockpile ready. This way you're always prepared for the worst-
"Things can pop up even if you think everything is going swimmingly- This is when you might need a little extra help."
The ASA couldn't inform us if someone had taken out financing on seeing the advert but felt the content alone was enough to impose a ban.
Peachy.co.uk, that is owned by Money on Go, told the ASA the reference to Brexit was included to help make the ad topical and believes it was mentioned inside a light hearted manner.
The short-term lender adds that it's "sorry to learn" the campaign is not interpreted as intended.
The Sun has asked Peachy.co.uk if really wants to send an answer directly to ourselves and we'll update this story when we acquire one.
It uses an enormous jump in Brits getting payday and short-term loans in last Twelve months.
Payday loan broker Quick Loans, that charges, up to 1,575 per cent interest, even wants individuals to go to PRISON to get into debt.
But millions are closely related payday loan refunds.