Campaigners say the so-called ‘Pay Day loans’ are targeting poorest in the society affected by austerity measures.

As the saying goes, someone always makes a profit out of a crisis, and Britain’s high streets are filling up with these little enterprises.

Many British citizens who have been affected by the austerity measures have been lured by these money-lending firms which claim to offer short term solutions.

But a growing number of people in the UK are getting further into debt. Campaigners say the so-called ‘Pay Day loans’ are targeting the poorest in the society.

Laurence Lee reports from Wigan in the northwest of England.