SOMERSET County Council's Trading Standards will be enforcing new consumer credit rules and regulations, coming into force now.

New measures, being introduced now, aim to create a fairer, clearer and more competitive credit market.

Measures include a new requirement for lenders to provide consumers with information before and during a credit agreement, tighter rules on advertising credit and a way for customers to challenge an agreement without going to court.

The council will be advising traders how to comply with these new rules and regulations and have set up a business advice help line on 01823 357261 to help answer traders' questions.

They will also be checking consumer credit advertisements to ensure compliance with the new rules and regulations.