In May 2008, the debt charity Credit Action made a complaint to the United Kingdom Office of Fair Trading (OFT) that payday lenders were placing advertising which violated advertising regulations on the social network website Facebook. The main complaint was that the APR was either not displayed at all or not displayed prominently enough, which is clearly required by UK advertising standards.
A report from the Federal Reserve Bank of New York concluded that, "We ... test whether payday lending fits our definition of predatory. We find that in states with higher payday loan limits, less educated households and households with uncertain income are less likely to be denied credit, but are not more likely to miss a debt payment. Absent higher delinquency, the extra credit from payday lenders does not fit our definition of predatory." The caveat to this is that with a term of under 30 days there are no payments, and the lender is more than willing to roll the loan over at the end of the period upon payment of another fee. The report goes on to note that payday loans are extremely expensive, and borrowers who take a payday loan are at a disadvantage in comparison to the lender, a reversal of the normal consumer lending information asymmetry, where the lender must underwrite the loan to assess creditworthiness.
Unlike some of our competitors, we do not try to push the customers into taking out the maximum loan that we can give to them. We take the time explain to them how we determine their advance-able limit. We keep the limit to 30% of their total income to maintain the client’s financial stability. Unlike other companies, we ensure that our client’s limits are set perfectly for their needs so they are able to pay off their loan and still have money left over for the month. By doing this, the customer does not get stuck having to continuously taking out new loans. Our attention to the personalized advance-able limits, shows that we care about our customers and their financial well being.
In a profitability analysis by Fordham Journal of Corporate & Financial Law, it was determined that the average profit margin from seven publicly traded payday lending companies (including pawn shops) in the U.S. was 7.63%, and for pure payday lenders it was 3.57%. These averages are less than those of other traditional lending institutions such as credit unions and banks.
Consumer Notice: We remind that payday loans and online personal loans for small dollar amounts are not a long term financial solution. These credit options imply relatively high interest rates and become a very costly solution if used improperly. Consumers that seek funds for longer terms or debt relief should consult credit advisor prior to making credit decisions of taking a short term or an online personal loan for small dollar amount.