Nimble pulls ad over concerns it exploited people in financial hardship

Nimble  Money has pulled an ad where a man admits he has forgotten to pay the gas bill after it was criticised for exploiting people in financial hardship.

The campaign, created by McCann Melbourne, used a man dressed in a rabbit suit to promote its short term loans and aimed to showcase how Nimble loans can solve common money problems such as a large phone-bill or an overdue gas bill.

A statement from Nimble CEO Sami Malia issued to Mumbrella said the ads were not intended to be taken literally and is in line with all relevant codes and regulation.

“Most people find themselves short of money at one time or another, and our ads are designed to engage people around that generic situation. They aren’t intended to be taken literally, which is why we’ve had Germans in a car engine, men in dog suits and a man in a rabbit costume. Our advertising is in line with all relevant codes and regulation.

“Following feedback that some people could take one of our ads literally, and despite the fact we advise applicants to speak to their utility provider on our application form, we have decided to cancel the ad around the gas bill.”

The Consumer Action Law centre told the ABC the ad is irresponsible because it suggests consumers use a payday loan, when all utility companies offer financial hardship repayment schemes.

“There are similar obligations for telco providers with hardship policies… and no-one should need to get a payday loan to pay a telco bill,” Consumer Action Law Centre chief executive Gerard Brody was quoted as saying by the ABC.

Miranda Ward


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