After welcoming the move by the Advertising Standards Authority to ban a television advert for payday lending firm Cash Lady, which featured former bankrupt pop star Kerry Katona, I was appalled to discover that in less than a week, a refreshed version of the offending advert is back on the air.

After viewing both adverts, one could easily be forgiven for believing the original advert has not yet been removed from broadcast. The colour scheme, style and even the script Kerry reads from is almost identical. The only real difference in the new advert is the missing slogan ‘fast cash for fast lives’.

Payday lending firms are never the answer to even short term money problems as the eye watering interest rates inevitably lead to consumers taking further payday loans with other firms to cover the original debt creating a precarious spiral.

Reckless lenders such as Cash Lady should never have been allowed to advertise on daytime television in the first place and I hope it won’t be too long before this latest advert is removed from our screens.

Paul Nuttall, UKIP North West MEP