Target Marketing & Vulnerable People

A couple of months back, Mr P was looking into short term loans. Yes, we know that they are not a very good solution, but the situation at the time was that he had an offer of a very well paid contract in Surrey, which meant living away, (he has done this before) but didn't have the means to take it up, i.e. paying for a B&B during the week, fuel to actually get there, funds for meals etc.

So, he looked on a few websites, asked for more info, quotes etc, but eventually decided not to go down that route.

The amount of text messages, emails and phone calls that he has received since then has been quite staggering! It would appear that his contact details have been shared with Uncle Tom Cobbley and all, as firms that we know he has not approached, are contacting him by every method available. The contact from various loan providers is perhaps to be expected, as are the approaches from debt management companies, the sort that charge you for providing a "service" that you can get for free from other sources. He is currently getting around 20+ texts and 12 phone calls a day.

What I find more alarming are the sudden offers for various gambling sites Bingo, register £5 and get £15 to play with, on-line casinos with similar offers. I suppose they think that people who are looking for short term loans may be a good target for this sort of thing? Perhaps thinking that all they need is one lucky win to solve all their money problems?

Then there are the mobile phone offers "Everyone want's to be seen with the latest smartphone! (oh really, it's not bothered Mr P in the least) so we are pleased to tell you that you have been approved for a contract today!"

I know that marketing will always be focussed on a target, hence luxury and aspirational brands will be found within the covers of the broadsheet supplements, but I think targeting those that might be defined as "vulnerable" is a bit off.