The National Union of Students has called on UK universities and colleges to ban adverts for payday loans, as three institutions announced they would no longer allow such lenders to advertise on campus.

The union said it was clear that some payday lenders were targeting students with loans that were having "a real impact on their wellbeing and their education". It urged other universities to follow the examples of the University of Northampton, Northumbria University and Swansea University which have now committed to a ban, following a similar move by the University of East London earlier this year.

Research by the NUS suggests as many as 10% of students in vulnerable groups had used payday loans, cash-a-cheque services and doorstep loans, and that students with caring responsibilities are three times more likely to do so than other students.

Payday loan companies offer high interest borrowing, often at more than 4,000%. Although they say the loans are supposed to be run over days rather than months, borrowers often find that costs add up quickly if they extend the borrowing period.

Concerns have been growing after a series of reports from charities highlighted increasing numbers of people falling into debt problems with the loans, and some irresponsible lending by some firms.

Pete Mercer, NUS national vice-president of welfare, said: "Students are struggling to make ends meet and this is having a real impact on their wellbeing and their education.

"It is clear that at least some payday lenders are targeting vulnerable students and the government has so far failed to act, so it is important we do everything we can to limit their ability to reach our campuses."

Nick Petford, vice chancellor of the University of Northampton, said the decision to ban advertising had been made because "the university has a responsibility to ensure students are not put at risk by potentially unscrupulous financial products or services."

Raymond Ciborowski, registrar at Swansea University, and Charlotte Britton, students' union welfare officer, issued a joint statement saying they were increasingly concerned about payday loans lenders targeting students.

"We know some of these lenders make misleading or inaccurate claims about other support available, which is hugely irresponsible," they said.

"With the availability of hardship funds and financial advice on campus, along with a ban on advertising from payday loan lenders, we intend to continue to make Swansea University a shark-free zone."

A spokesman for the NUS said that although there was not much payday loan advertising on campuses, "it is important to create a safe space for students, particularly those who are most vulnerable", and to make students aware of the alternative funds available if they were struggling.

He added: "We don't want to wait until [payday loans adverts] are there in any great number before we try to tackle them."

In 2012, the payday lender Wonga was heavily criticised for targeting pages on its website at students, and seeming to suggest its products may have advantages over traditional student loans.

It took down the pages, but there are still lenders offering high cost loans specifically to students, including one, Smart-Pig.com, which offers loans of up to £250 over 90-day periods at an APR of 1,264%.