A CHILDREN’S charity is calling for a ban on payday loan adverts following the release of a report that shows the “devastating” effect of debt on Hampshire families.

A YouGov survey commissioned by The Children’s Society found that 77 per cent of parents in the south of England want a ban on payday loan adverts airing on TV and radio before the 9pm watershed.

And as part of its Debt Trap campaign, the charity is calling for restrictions on loan advertising to join those already in place to protect children from adverts for gambling, alcohol, tobacco and junk food.

Last month it was revealed that families across Hampshire owe millions of pounds in debt, with Southampton Itchen, Southampton Test and Eastleigh being the worst-hit constituencies.

Families in those areas owe debt of £14,779,818, £10,958,420 and £10,733,632 respectively.

And in the same areas 3,308, 2,453 and 2,403 families are in problem debt, with 26 per cent of families in Southampton Itchen being in problem debt – the highest proportion in the region.

Matthew Reed, chief executive of The Children’s Society, said: “Through our front-line 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.”

The financial survey revealed that almost 500,000 children across the south live in families owing a total of £1.2billion in bills and loans, while it was also found that more than half of 10 to 17-year-olds see payday loans “often” or “all the time”.

The name recognition of payday loan firms among teenagers was found to be very high, with 93 per cent knowing at least one of the eight top payday loan companies.

And 34 per cent of children surveyed found payday loan adverts to be fun, tempting or exciting – and this group were more likely to say they would consider using a payday loan in future.

Mr Reed said: “It is crucial that children learn about borrowing and money from their school and family – not from irresponsible payday loan advertising.

“A significant majority of parents in the south of England back a ban and it’s now time for the Government to act.”