The UK advertising watchdog has told a buy-now-pay-later credit firm to pull down adverts that don't explain to consumers that its easy-access product is a form of debt.

The advertisement from pay-later credit provider DivideBuy appeared on a hoarding at the side of a football pitch. It asked users to visit its website to find out additional information — but its messaging on credit was too far down the page to be considered “sufficiently prominent” by the Advertising Standards Authority.