" money supermarket were promoting caution about payday loan sharks"
No, they are acting as affiliates, getting a fee for each referral.
They can dress it up as much as they like with extra fluff, but that's their business model, they are not your friend, they are there to act as a middle man and cream of a %
This is their affiliate tracking ID for one of the systems in use on their site (442966208), admittedly not for payday loans but from some other bank account, I can't actually find ANY in formation on their site now, though I didn't look through the forums (which DO contain a large amount of very useful user generated content).
@Mick Croper, yes the OFT trumps Google's guidelines, but there is nothing to say that their Guidelines are anything near stringent enough.
While Google would be forced by law to have Guidelines that are AT LEAST as strong as the OFT, there is nothing to stop them going above and beyond this.
This is common knowledge in the SEO world, and one of the reasons that Google's search is used over all other searches. Anyone saying MoneySuperMarket would not know these Guidelines inside out are ignorant of the systems that all Webmasters must have a knowledge off if they wish to do business in 2013
MoneySupermarket failed big time in their direct area of responsibility, it's not Google fault that they dropped the ball.