Two years ago it was easy. You wanted a credit card that was interest-free and you got one. Millions of consumers became fully fledged "rate tarts" as they rode the wave of 0% deals that swept the country as interest rates sank to historically low levels.
But now rates are climbing again, with some forecasts putting the Bank of England base rate at 6% by the end of the year, and "free" credit cards look like a thing of the past.
Because while 156 cards currently offer some sort of 0% deal on balance transfers, the small print means there is often an upfront or annual fee, as well as a 1%-3% balance-transfer fee, while complicated interest rate deals that confuse consumers have become standard.
Mike Naylor, personal finance expert at price comparison website uSwitch.com, says headline figures often disguise the true nature of the deal: "Credit card providers offer long 0% balance transfer deals - up to 13 months - coupled with much shorter 0% new purchase deals from three months," he says.
"This is a very easy way for them to ensure consumers incur interest on all purchases made at the end of the three month 0% period for the remainder of the balance transfer deal."
NatWest, Mint and Royal Bank of Scotland have all launched such credit cards this month, says Naylor, and warns that any savings could be wiped out if consumers aren't careful in how they use the card.
"If a balance is transferred and purchases are made as well, the interest charged on these new purchases after the three-month 0% deal expires will wipe out the interest saved on the balance transferred."
He said customers need to get even more savvy in how they use their cards. "It makes much more sense to use two cards - one for balance transfers and one for new purchases," he says.
Hidden fees
As well as the cloudy upfront deals, credit card companies have also been criticised for a lack of transparency when it comes to annual fees.
Traditionally, credit card companies have only charged a fee on "premium" accounts. Customers pay an annual fee to secure other services, like cheaper insurance.
According to the financial website MoneyExpert.com, one in eight credit card companies now have at least one card that charges an annual fee. The highest charge is £275, the lowest £24.
But now the industry has started charging customers who keep a card in their wallet but do not use it.
Lloyds TSB became the first bank to charge a "low use" fee when they introduced the £35 charge for dormant cards earlier this year.
The move made the bank £1,785,945 in its first month, according to uSwitch estimates. The bank also attracted criticism for not revealing who would have to pay the fee.
Sean Gardner, MoneyExpert's chief executive, said the move to charging for cards that sit in peoples wallets "in case of emergencies" was because of "the rising tide of bad debt hitting banks and other credit card firms."
Credit card companies also saw a 43% fall in profits last year. This was mainly because of a 2006 clampdown by the Office of Fair Trading against unfair default charges, which cost the industry £300m.
That plus the rise in bad debt is "forcing providers to tighten their belts and think of new ways to make money," says Mr Gardner. And while Lloyds TSB was the first bank to introduce this, it certainly won't be the last. Morgan Stanley, the Cooperative Bank and Barclaycard have announced plans to introduce no-use fees.
A spokesman for Barclaycard, the industry's biggest card provider, said up to one million customers could be affected by a £10-£20 fee by the end of the year.
The move is an attempt by lenders to rid themselves of customers who cost them money. "Customers who don't use their cards cost us a lot in administration," says Barclaycard. "Those charges are currently paid for by the customers who do use their cards. We're trying to make it fair for everybody."
However, critics of no-use fees say there is ambiguity in how they are applied. "Dormant cards are a problem for the industry," admits Tracey North, a personal finance manager at uSwitch.com. "But we want to see clarity from the industry in how they select people they are going to charge."
Avoiding fees
The best way to avoid fees is to be vigilant, says Ms North. "The key is to read and understand any correspondence - make sure you read it." The second thing is to "close down any old cards. Don't have them hanging about in your wallet."
Mike Naylor echoes this view. "We would not be surprised to see more credit card providers introduce fees, in particular monthly or annual fees, before the end of this year," he says.
"As such, consumers should continue to keep a close eye on the small print and seriously think about switching away from those that do introduce fees for no added benefit."
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