Pay day loans act as an important lifeline for borrowers facing financial emergencies who need fast access to credit, it has been claimed.

Writing in the Illinois newspaper the State Journal-Register, Tan Westmoreland, regional manager of AmeriCash Loans, said pay day loans can be "a means of survival when hardship strikes".

He explained that in the event of a financial emergency, consumers need help immediately and pay day loans - which are short-term credit solutions designed to tide consumers over until their next pay check - can provide this.

And he insisted that providers of pay day loans work with borrowers to ensure they are able to meet repayments and avoid getting into trouble with debt.

According to a recent report by KLAS-TV, pay day lenders are seeing an increase in business as cash-strapped consumers turn to them for short-term loans.

One consumer told the news provider that pay day loans had provided her with a financial helping hand at a time of difficulty.

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