Voice of the Customer

Wonga’s new ad campaign, called “credit for the real world”, will run on television, radio, print and online. It has been developed after the payday lender suspended its UK advertising last year pending a review of its marketing.

The company had come under fire for attracting the young or vulnerable to payday loans. Andy Haste, the former chief executive of RSA, was named Wonga’s chairman in July last year and vowed to clean up the business.

Tara Kneafsey, the UK chief executive of Wonga, said: “Our new product features and today’s marketing re-launch are further proof of the action we’ve taken, and continue to take, to ensure Wonga is lending responsibly and putting customer outcomes first.

“We’re re-presenting our short-term loans to the public in a way that accesses the right type of customer and reduces the risk of inadvertently attracting the very young or vulnerable.

“Our focus is on serving hard-working people throughout the UK who need access to transparent, flexible and short-term credit products.

“We’re determined to put customers at the heart of everything we do, which is demonstrated by the new features we’re implementing, a number of which go beyond regulatory requirements.”

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