JuanHand billboard on EDSA draws criticism for commuter-focused loan ad

The rise of lending apps in the Philippines intersects with the country’s long-standing culture with debts.

Online lending app JuanHand is facing criticism over a billboard featuring a woman’s hand pointing toward an MRT station beside the line “Kulang pamasahe mo rito? Sagot ka ni JuanHand,” with critics arguing that the ad normalizes borrowing for everyday expenses.

Many users described the ad as tone-deaf for appearing to target working-class commuters, while others argued that poverty and financial hardship should not be treated as marketing opportunities. Some also raised concerns that the messaging normalizes borrowing for small, everyday expenses such as transportation costs, potentially encouraging loan-seeking behavior even for basic necessities.

“It encourages loan-seeking behavior for even the smallest things. They follow the logic of gambling addiction,” said one Threads user.

Other users said the messaging paints a picture of the average Filipino as “poor and exploited,” struggling even to afford basic necessities.

Critics also pointed to how such framing may normalize borrowing as a routine solution for recurring expenses, making loans appear to be a convenient and accessible fix for urgent financial needs.

This, in turn, brings renewed scrutiny to responsible financial advertising, particularly whether promoting loans for daily expenses can contribute to rising debt.

Financially constrained individuals may also be more vulnerable to this framing of borrowing as a quick solution, increasing the risk of deeper financial difficulty due to high interest rates.

Because of this, some users also raised concerns about the role of government agencies and financial institutions in regulating such lenders, arguing that online lending platforms disproportionately target low-income earners and financially vulnerable individuals who may have limited financial literacy.

At a broader level, the issue reflects how the rise of lending apps in the Philippines intersects with the country’s long-standing “utang culture,” now amplified by digital platforms and aggressive marketing strategies.

As lending apps expand access to quick credit, netizens warn that this may further blur the line between financial support and dependence on loans to meet basic needs.

If left unchecked, the normalization of borrowing in everyday life may continue to grow, raising questions about how far financial convenience should go.

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