ASA Ruling on Cash On Go Ltd t/a Peachy.co.uk  Upheld | E-mail | 20 March 2019 Ad description An email from a nancial services company specialising in short-term loans, dated 24 January 2019, stated “… 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 stated “IN CASE OF EMERGENCY PRESS HERE” and offered a promotional discount. Smaller text stated “We’ll never tell you to take a loan - credit decisions should only be made after careful consideration”. Issue The complainant challenged whether the ad irresponsibly encouraged people to take out a loan by playing on their fears. Response Cash On Go Ltd t/a Peachy.co.uk stated that high-cost, short-term credit was not suitable as a means of resolving nancial di culties. They had, therefore, intended to promote their product as being primarily of bene t to those temporarily in need of Get updates, hints, and insightful advice direct from the experts who write the money to coverhandy occasional unexpected shortfalls.  advertising rules. Sign up to our newsletters. /