19/11/2025
Marketers need to be more responsible…
Because behind every “conversion” is a human being… and sometimes, a vulnerable one.
Over the weekend, I read a BBC story about a single mother who fell into nearly £3,000 of Buy Now, Pay Later debt…
…not from buying luxury items, but from using it for groceries, school uniforms, and even her weekly travel pass.
Not because she was irresponsible.
But because the system made it easy… too easy.
This made me ask myself a hard question:
Are we helping people make informed decisions or are we pushing them deeper into choices they can’t sustain?
BNPL is not the enemy,
Marketing is not the enemy,
But how we do it matters.
And the numbers are alarming. According to BBC,
📌 Five leading debt support organisations report a rise in families needing help with BNPL-linked debt from apps like Klarna, Zilch, and Clearpay (Afterpay).
📌 1.6 million people in the UK used BNPL just to cover household bills this summer, according to StepChange.
These are not impulse buyers.
These are people struggling to survive.
As marketers, we need to remember:
• Some people are one click away from financial strain.
• Some buy out of pressure, not desire.
• Some need protection more than persuasion.
We celebrate ROAS, conversions, and revenue but rarely do we talk about the real-world consequences on individuals who are already stretched thin.
So what can we do better?
✅ Be transparent
Clear pricing. Clear timelines. Clear consequences.
✅ Promote responsibly
No glamorising buying beyond someone’s means.
✅ Add safeguards
A simple “Make sure this fits your budget” can prevent debt traps.
✅ Think long-term
Ethical marketing builds sustainable brands.
✅ Don’t fear regulation
Consumer protection builds trust and trust builds longevity.
Abi’s story is heartbreaking but it’s also a warning.
Marketing shouldn’t just drive demand.
Marketing should drive responsibility.
Because at the end of the day:
Your ad might be profitable… but is it ethical?
What’s one ethical shift you believe marketers should start making today?
— Sola Mathew MCIM
