Klarna UK has launched a new campaign to challenge the stereotype that “millennials are useless with money” as the debate over payment services intensifies.
The Swedish payments giant has launched the campaign in response to new regulations being imposed on ‘buy now, pay later’ services, amid fears their recent popularity is leading many unsuspectingly into debt.
In December, the Committee of Advertising Practice (CAP) published guidance for the promotion of ‘delayed payment’ services such as Klarna, requiring advertisers to ensure customers understand this is a form of credit.
Klarna is now rolling out a range of billboards which address this new regulation, stating: “Let’s make regulation fit for today. Consumers want to bank, pay and shop in innovative and new ways. And we want what’s best for them.”
The brand’s head of UK Marketing AJ Coyne added: “Consumer preferences and shopping habits are constantly evolving, yet stereotypes and common, incorrect assumptions appear to be stuck in the dark ages.
“Our latest campaign sets out to challenge these beliefs and to champion our customers – from millennials to Gen Xers.
“We recognise that our customers don’t need nor want to be labelled, they need responsible solutions which protect them when shopping. At Klarna we are proud to provide that support and will continue to innovate and develop to keep up with our dynamic and diverse customers.”