A Payday Loan Ad Encouraging People To Stockpile Food For Brexit Has Been Banned

It has been slammed as "socially irresponsible".

An advert encouraging people to take out a short term loan to stockpile food ahead of Brexit has been banned and slammed as “socially irresponsible”.

In an email, Peachy.co.uk, which specialises in short-term high interest loans, said: “No one really knows what’s going on with this whole Brexit malarkey … and some say it could affect the amount of food available … We do not want to believe that Brexit will impact the amount of food available but it’s still a good idea to have a little stockpile ready. That way you’re always prepared for the worst … Things can pop up even when you think everything is going swimmingly … That’s when you might need a little extra help”.

Bold text then stated “IN CASE OF EMERGENCY PRESS HERE” and offered a promotional discount for a loan.


The Advertising Standards Authority banned the ad from appearing again. It said the “overall approach used was likely to put emotional pressure on readers” to take out a loan or else risk “being unable to feed themselves or their families.”

“We considered that the ad’s references to possible food shortages and the stockpiling of food were likely to play on some people’s concerns regarding Brexit, including financially vulnerable consumers who were already struggling or worrying about their financial situation,” the ASA said.

Peachy.co.uk apologised and said they would ensure they considered public sensitivities more thoroughly. They claimed the ad was intended to portray the uncertainties of everyday life, where those without savings for unfortunate events might benefit from the advertised product.