The ads are on the radio, television, the Internet, even in the mail. They refer to payday loans – which come at a very high price.

Check cashers, finance companies and others are making small, short-term, high-rate loans that go by a variety of names: payday loans, cash advance loans, check advance loans, post-dated check loans or deferred deposit check loans.

Usually, a borrower writes a personal check payable to the lender for the amount he or she wishes to borrow plus a fee. The company gives the borrower the amount of the check minus the fee.

Fees charged for payday loans are usually a percentage of the face value of the check or a fee charged per amount borrowed – say, for every $50 or $100 loaned. And, if you extend or “roll-over” the loan – say for another two weeks – you will pay the fees for each extension.

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