Consumer advocates and other experts[who?] argue, however, that payday loans appear to exist in a classic market failure. In a perfect market of competing sellers and buyers seeking to trade in a rational manner, pricing fluctuates based on the capacity of the market. Payday lenders have no incentive to price their loans competitively since loans are not capable of being patented. Thus, if a lender chooses to innovate and reduce cost to borrowers in order to secure a larger share of the market the competing lenders will instantly do the same, negating the effect. For this reason, among others, all lenders in the payday marketplace charge at or very near the maximum fees and rates allowed by local law.[25]
Cash advance funding requires verification of application information. Depending on ability to verify this information, cash advance funding may be extended up to two days. All cash advances subject to approval pursuant to standard underwriting criteria. In-store cash pickup is subject to approval pursuant to standard underwriting criteria. In-store cash pickup not available in all states.

There are many terms for this kind of credit — payday loans, cash advance loans, check advance loans, deferred deposit loans or post-dated check loans — which you can get from a variety of sources. Whether you walk into a payday lender’s store or apply online, the process is basically the same: You provide some personal and financial information, request a loan for a certain dollar amount (secured by check or bank account debit authorization), pay a fee for the loan and receive the cash or deposit into your bank account.

Customer Notice: Payday Loans are typically for two-to four-week terms (up to six months in IL). Some borrowers, however, use Payday Loans for several months, which can be expensive. Payday Loans (also referred to as Payday Advances, Cash Advances, Deferred Deposit Transactions/Loans) and high-interest loans should be used for short-term financial needs only and not as a long-term financial solution. Customers with credit difficulties should seek credit counseling before entering into any loan transaction. See State Center for specific information and requirements.

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