WASHINGTON — The Community Financial Services Association, the trade association that represents just over half of payday lending outlets in the country, has moved to define the payday lending industry before its critics get to define it further.

At a Feb. 21 press conference the industry rolled out its effort, which includes the adoption of a new seal, the production of a $10 million advertising campaign, changes to its industry best practices to which all its members subscribe, and the funding of financial literacy efforts in partnership with two national African American organizations.

"We have listened to concerns raised about our industry and have developed innovative solutions to address them," said Darrin Andersen, president of CFSA. "These enhancements to our current Best Practices are part of an ongoing effort to respond to the concerns of policymakers and protect the financial well being of our customers. These new initiatives will ensure that CFSA members hold themselves to a higher standard of responsible service."