People view payday lenders in one of two ways: they are either heavily liked or extremely hated.

Those who are opposed to them believe that they are only out to take advantage of low-income families. They argue that the high interest rates charged on the loans are meant to keep the borrower in debt. Numerous consumer advocacy group and private organizations such as Arkansans Against Abusive Payday Lending (A.A.A.P.L.) are pushing for tighter legislation on payday lending.  They are aggressively lobbying for their demands and some are even taking to the streets.

The payday loan industry, however, is not taking it without a fight.  Businesses in the industry are charging back.  Recently, they launched a media campaign to educate and to cultivate a better image for the payday loan industry. Lenders believe that they perform a vital service to the community, assisting low-income families in their daily spending.

The payday industry is worth $40 billion a year.