Formerly bankrupt Kerry Katona’s TV commercial for “Cash Lady” has been banned by the British Advertising Standards Authority (ASA) for being ‘irresponsible’ and ‘misleading’.
The TV campaign for Cashlady.co.uk, a payday loan company, has sparked criticism since launching in January, offering a quick fix for those in financial difficulties.
The advert featured the singer and reality TV star advocating “fast cast for fast lives” before talking about her own past problems.
“We’ve all had money troubles. I know I have”.
“You could see your bank and fill in loads of forms, but there is an easier way to get a loan….it's dead fast too,” and Katona then gives the company’s website address.
Famed for winning I’m A Celebrity Get Me Out of Here in 2004 as well as being a runner up in Celebrity Big Brother in 2011, Katona has had her own reality TV programmes, her own books, fragrance and is well known for her appearances in commercials for supermarket giants Iceland and Asda.
However, the Atomic Kitten singer was declared bankrupt in 2008 after failing to pay a tax bill.
PDB UK Ltd, the owners of Cash Lady, said that Katona was chosen exactly because she has had money problems, and therefore customers would be able to relate to her story.
However, the parent company has denied claims that the advert directly referenced Katona’s bankruptcy.
The ASA received 29 complaints and said that the advert encouraged vulnerable viewers with financial problems or restricted credit to borrow money which “would help fund a celebrity lifestyle.”
But PDB UK Ltd said its loans were limited to £300, and were aimed at people experiencing short-term financial difficulties.
The advertising watchdog has banned the ad also declaring that the firm’s APR, 2,670pc, was not made clear enough in the commercial.
The revelation comes after Katona last month announced her engagement to boyfriend and former rugby league player George Kay.
Katona, already a mother of four, is set to marry for the third time, and is planning to have another two children with her husband-to-be.