An ad for a high-cost loan which used uncertainty around Brexit to encourage consumers to stockpile food has been banned for being socially irresponsible.

A January 24 email from Cash On Go, trading as Peachy.co.uk, a financial services company specialising in short-term loans, stated: "No one really knows what's going on with this whole Brexit malarkey... and some say it could affect the amount of food available...

"We do not want to believe that Brexit will impact the amount of food available but it's still a good idea to have a little stockpile ready. That way you're always prepared for the worst."

Bold text stated "In case of emergency press here," and offered a promotional discount.

A reader complained that the ad irresponsibly encouraged people to take out a loan by playing on their fears.

Peachy said the ad referred to Brexit to make it topical and to reflect some situations where people might find it difficult to fully prepare for unexpected scenarios.

It believed the mention of Brexit was made in a light-hearted manner to avoid causing any actual concerns.