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]
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Many people have trouble paying back their cash advance loans, and rollover is common. In fact, 80 percent of cash advances are rolled over or followed by another loan within 14 days of the first.3 And far too often it doesn’t end there. The loan becomes due and borrowers still can’t pay back the lump sum they owe, so what do they do? They roll it over once more and the cycle starts again.

In a profitability analysis by Fordham Journal of Corporate & Financial Law, it was determined that the average profit margin from seven publicly traded payday lending companies (including pawn shops) in the U.S. was 7.63%, and for pure payday lenders it was 3.57%. These averages are less than those of other traditional lending institutions such as credit unions and banks.

NOTICE: The Federal Equal Credit Opportunity Act prohibits creditors from discriminating against credit applicants on the basis of race, color, religion, national origin, sex, marital status, age (provided the applicant has the capacity to enter into a binding contract); because all or part of the applicant's income derives from any public assistance program; or because the applicant has in good faith exercised any right under the Consumer Credit Protection Act. The Federal agency that administers compliance with this law concerning this creditor is the Consumer Financial Protection Bureau, 1700 G Street NW, Washington DC 20006 and the Federal Trade Commission, Equal Credit Opportunity, Washington DC 20580.

For most people, a cash advance (also known as a payday advance) is something associated with a credit card or other line of credit. Many credit card companies make it easy for customers to receive cash advances nearby by using their credit card at a local ATM. The problem with such tactics is that the costs of the advance can add up quickly and you might not even realize what all those costs are. You'll likely pay an ATM fee charged by the bank that runs the machine, and you might also pay a fee to the credit card company for taking the advance, along with finance charges and interest if you don't pay the money back before your next billing cycle. Some credit card companies charge interest on cash advances that is higher than the interest charged on regular balances, which can make for surprising increases in your total balance.

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