I don't want to be insulting or make this a flamewar, but really? c'mon. It's not like they're putting the coat of arms in their logo, there is _zero_ indication this is a government run scheme.
If a presumably fairly well educated and tech literate person thinks "MyPayNow" button next to their latest order of trendy clothing/smartphone accessories/whatever is a government scheme, I'm not sure how much anyone can do to prevent less well educated and tech literate people being taken advantage of...
My point being that the wording "My pay now" and the description of it allowing you access upto a quarter of your pay early, is fairly misleading. You aren't accessing your pay, you're obtaining a loan, of which the amount is a percentage of your salary/wage, which you will pay back with your pay.
Forget the idea of it being a government scheme, that was irrelevant to my argument.
https://en.wikipedia.org/wiki/Payday_loan
This sort of behaviour is why “money lenders” became a pejorative term.
You can sign up to these services at the click of a button and they're also heavily promoted next to payment providers such as Visa. As opposed to them being a separate service you would sign up for, they're integrated into the checkout process as easily as PayPal.
I even saw a service similar to this here in Australia called "My pay now", where they say you can access a portion of your pay early. When in reality you're just borrowing an amount that is a portion of your upcoming pay, with the expectation that you will pay it back when you get paid. The way it was marketed I thought it was a government scheme where you would actually access a portion of your pay early, but no.