My Lords, I rise to speak in favour of Amendment 105B and the other amendments in this group. I spoke about this issue at Second Reading and I have not changed my mind about it, but I will try not to repeat the arguments and the statistics that other noble Lords have cited.
The quality of childhood is under attack from all sides: the sexualisation of childhood through scantily clad pop stars deliberately targeting the younger generation; the fear of paedophiles making parents reluctant to allow children the freedom that I enjoyed as a child when roaming over nearby fields with my friends; the intrusion of digital games and equipment, forcing out healthier childhood pursuits; and, unfortunately, cyberbullying via smartphones. All these conspire to put pressure on children so that what should be a carefree childhood is often turned into a race and a competition for the latest gadget or fashion garment.
During my children’s younger years, one of the more enjoyable activities during a busy day was to sit down with them and watch the children’s programmes that were on at lunchtime and again at their tea time. Many of these, especially the lunchtime ones, were cartoons and puppets. I am sure that many of us can remember the delights of “Postman Pat”, “Camberwick Green” or “Pigeon Street”—but I fear I show my age. While watching their favourite television programme, children should not be subjected to propaganda from high-cost consumer short-term credit companies or, as they are known, payday loan companies. As has been said, these adverts give the impression that applying for such a loan is commonplace, and that it will solve all your problems and be easy to repay. Alcohol and gambling are not advertised during children’s prime-time TV, so why are payday loans?
7 pm
Parents, who are already under enormous pressure at a time when bringing up children—just to feed and clothe them—is expensive enough, do not need the added stress of their child saying that in order for them to have trainers like Jack’s down the road all their parents need to do is apply for a payday loan. The vast majority of parents wish to do all they can for their children and to make them happy. However, children are skilled at emotional blackmail—for some, it seems to be a skill they have been born with—and it is often difficult for parents to refuse, especially when there are so many other pressures on them. It is certainly very difficult for them to explain why such loans are not all that the adverts would have us believe.
For these payday loan adverts to be fronted by puppets, a medium children easily identify with, is unacceptable. I support the move to ban all payday loan adverts during children’s prime-time viewing. They should be moved until after the 9 pm watershed, whether they are delivered by puppets or by other means.