Consumer NZ believe buy-now, pay-later schemes are being shady with their marketing, to lure in the financially illiterate

Forty per cent of New Zealanders borrow from services such as Afterpay, Laybuy and Zip.

Fourteen per cent have been stung by late fees -- costing more than 10 million dollars annually.

Chief Executive Jon Duffy says a Consumer survey showed 55 per cent were encouraged to buy for the sake of it.

He says people acquiring goods that they would've usually waited and saved the money for due to the ease of borrowing... is very problematic.