ALMOST three-quarters (74 per cent) of parents want pay-day loan companies to be banned from broadcasting television and radio adverts before the 9pm watershed, according to a new study.

The research found that over one-third (34 per cent) of children find the adverts to be fun, tempting or exciting, and this group were significantly more likely to say they would consider using a payday loan in the future.

The statistics form part of a report by The Children's Society which calls for res-trictions on loan advertising to join those already in place to protect children from adverts for gambling, alcohol, tobacco and junk food.

Matthew Reed, chief executive of the charity, said: "Through our frontline work we see first-hand the devastating impact of debt on children's lives.

"We know it's become a daily battle for families to pay the bills, meet the mortgage or rent payments, and find money for food or other basics. One setback or even a simple mistake can lead to a spiral of debt.

"Right now, children are being exposed to a barrage of payday loan adverts, which put even more pressure on families struggling to make ends meet and to provide the very basics for their children. That's why the law should be changed to ban these ads from TV and radio before the 9pm watershed.

"It is crucial that children learn about borrowing and money from their school and family, not irresponsible payday loan advertising."