The Broadcast Committee of Advertising Practice (BCAP) has confirmed that following its public consultation on the introduction of scheduling restrictions for television advertising of high-cost short-term credit (HCSTC), and an extensive and carefully-considered review process leading up to it, such scheduling restrictions on the HCSTC advertising will not be implemented.

BCAP has, however, confirmed that a further review of the content of HCSTC adverts is required to ensure that BCAP rules remain fit for purpose in light of the current market and regulatory framework.

Whilst acknowledging that the advertising of HCSTC has attracted increased concern by parties such as the Government, media and consumer protection bodies, BCAP confirmed it closely monitors these concerns to ensure that it provides proportionate levels of protection for consumers, particularly the vulnerable, while allowing advertisers to reach a legitimate adult audience.