Best yet, not only does Google maintain their investment in payday loans via LendUp, but there is also a bubble in the personal loans space, so Google will be able to show effectively the same ads for effectively the same service and by the time the P2P loan bubble pops some of the payday lenders will have followed LendUp's lead in re-branding their offers as being something else in name.
As of July 13 (2016) Google "will no longer allow ads for loans where repayment is due within 60 days of the date of issue" nor will they show ads for "loans with an APR of 36% or higher." They cite user protection as the reason for this update, specifically that "research has shown that these loans can result in unaffordable payment and high default rates for users." This is a noble cause, but is this really the reason?
There are 3 possible reasons why Google would be invested in the same industry they have been actively imposing tighter and tighter restrictions on:
1) Because they own competitive companies
2) To actually make a difference in the world, and clean up what they see as a problem industry
3)Both of the above
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