Picture This.

So, this Geordie bint is lounging around on the sofa, shouting to her thick kid who can't find his fucking skateboard, while at the same time talking to Picture Loans on the phone. Seen the ad?
Her hubby walks in, asking where his pile cream is, or something, and she shooshes him to check that they both want to borrow £25,000. He nods excitedly and she gives the thumbs up. They both grin broadly, like two kids on Christmas morning, then she asks: "How much is that a month?". She positively wets herself at the answer. "Really! That's much less than we're paying now." End of story.

Welcome again to the obscene world of advertising and the even more obscene world of money lending. What happens when you take the time to look at the smallprint on the screen concerning the finer points of this loan? Well, it says that if you borrow £25,000 over three years you will pay £240+ per month and at the end of the loan period have paid in total £42,000!!! That's £17,000 in interest!!! That's an overall interest rate of 68 fucking per cent!!!
When this adbint says it's a lot less than she's paying at the moment, I am baffled as to who it is she is borrowing money off at the moment? The Kray Twins? Johnny "Mad Dog" Hollister? Kaiser Sosa?
I think it might just be a tad more accurate if the Geordie woman on the ad asked how much the loan was going to cost and we heard a voice over the other end of the phone say: "Total 68 per cent on top for a drink for me, daaarlin', and pay the moolah prompt or Big Dave will be payin' ya a visit. Got it!" We would then see her and her brain dead husband still smiling inanely and saying "That's much less than we're paying now".
The slight problem the advertisers and Picture would face in that situation is that you would think the grinning couple were both inmates of a secure psychiatric institution and would avoid Picture Loans like you would avoid going on holiday with the cast of EastEnders.
So, what you do is you mislead everyone as much as you possibly can. It's a belter, and as long as you put that smallprint on screen somewhere, however fleetingly, it is all legal. Fuck off!