Pay day loan adverts to carry 'wealth warnings' We are taking serious steps to tackle the issue immediately, while also paving the way for tougher and more rigorous regulation of this industry further on. Ministers are concerned that they are exploiting the poor and vulnerable by offering instant cash at cripplingly high interest rates. Sources played down suggestions that the warnings could take the form of cigarette-packet style cancer warnings. The rule change could mean that pay day loan companies would have to make explicit how much it would cost to repay a small sum such as £50 in a year's time. The changes could force them to pull adverts during day time television, when people who are unemployed or are on low incomes are more likely to be watching. They might also be banned from advertising in January, when they run low of money after Christmas, and in the days leading up to pay day at the end of each month. Sources said ministers wanted to work with "the industry to make sure advertising does not lure consumers into taking out payday loans that are not right for them." A new regulator called the Financial Conduct Authority, which takes charge of consumer credit in 2014, will be given new powers and real teeth to enforce them. The amount of people seeking advice about payday loans has almost doubled in a year, according to figures from a debt charity. The National Debtline Service said that it took over 20,000 calls from people looking for help with pay day loan debts in 2012 - up 94 per cent from 10,301 in 2010.