The small print is merely there to cover their backs, so when you "get the bill" as you said and you complain they can say, "well we mentioned it in the dark and deep corners of your telly pixels, although you may not see it long enough or clearly enough to even make sense of what it even is, it's there, so when it comes up as an issue between the poor customer and the evil money lender/scammer, the customer, who has just signed their life away, doesn't have a leg to stand on. It's absolutely disgusting and shouldn't happen, but the law states that you can't lie about what your selling, but that only means you can't lie, so these companies can bend the truth as far as possible even to the point where your not actually sure what the truth is about the product/service. I just think you need to be wise to it, and steer clear from any short term loan service, because I've heard nothing but bad things about them, and don't just make decisions on impulse when you see an advert for any service offering money or anything alike, because it should be something that you take lots of time over and you should be completely clued up when it comes to a decision as big as that.