An ADVERT for payday lender and high street pawnbroker Cash Converters has been banned for encouraging "frivolous" spending on summer holidays, barbeques and entertaining children.

The direct mailing said: "Summer time and the living is easy. We wish it was -summer holidays, kids to entertain, new BBQ to buy, the list never ends! At Cash Converters we are here to help.

"We have all sorts of ways of raising that bit of extra money that could go a long way towards helping you out, and who knows, maybe even go towards a 'Kiss Me Quick' hat for the beach!"

One recipient complained that the advert was irresponsible because it encouraged frivolous spending.

Cash Converters said the mailing included a risk warning, adding that it would not lend money to someone who was unable to pay it back. It said its customers did not always have access to other forms of credit and that summer holidays could be expensive if unexpected bills arose.

Upholding the complaint, the Advertising Standards Authority ruled that the advert must not appear again in its current form and told Cash Converters to ensure it acted with "a sense of responsibility to consumers" in future.