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“But coupling nearly instantaneous loans with an influencer-addled social media culture that prioritizes exorbitant spending and normalizes debt could be further jeopardizing the financial futures of young people through just four easy payments.” Here’s an excerpt from the report: Financial experts who spoke with SFGATE expressed significant concerns about the way companies are targeting Gen Z consumers. “They are marketing very heavily to an audience that is younger, that might not just have as much experience on how to use credit and what credit implications are or what it means to have multiple loans at one time,” Marisabel Torres, the California policy director of the Center for Responsible Lending, told SFGATE.

Few of the services do significant credit checks, which would help determine whether people will be able to repay the loans. And plenty of people are spending more than they can afford: 43% of Gen Z users have missed at least one payment, according to a survey by the polling site Piplsay. Of Gen Z consumers who used a point-of-sale loan for something they needed, 30% missed at least two payments, according to a survey by Credit Karma.

The companies are fully aware that their services encourage people to spend more. In fact, several of them market it as a benefit to stores that want to partner with them. “We do see larger cart sizes, larger purchases, relative to what they would put onto their debit cards and credit cards,” Libor Michalek, the president of technology at Affirm, told SFGATE. Still, high-level staffers at Affirm and Afterpay — both based in San Francisco — positioned their services as more responsible, less predatory alternatives to credit cards and personal loans in interviews with SFGATE. They also emphasized the accessibility of these services, especially for younger consumers looking to bolster their credit and consumers working to restore their credit scores, despite the fact that many of the services don’t report on-time payments to credit agencies. The report concludes by saying regulation is (probably) on its way. California Attorney General Rob Bonta, for example, signaled his support earlier this year for increasing regulations around point-of-sale loans. We’re likely to see other states look into it in the coming months and years as well.

“While these services may be a responsible alternative to credit card debt for a good chunk of consumers, it seems increasingly likely that, without regulations, this kind of debt will burden the most financially vulnerable, just as credit cards, payday loans and layaway have in the past,” reports SFGATE.