Questionable practices dog Aiful's image

<P>Two years after winning top honours at Media's Asian Marketing Effectiveness awards, Japanese consumer credit company Aiful has found itself in very hot water -thanks to the very campaign that spurred its success.</P> <P>The advertising, featuring a big-eyed chihuahua became a massive hit, helping Aiful overtake fierce competition from its rivals in Japan's 'big four' consumer credit groups. The dog was named Japan's most valuable advertising brand last year, and a massive spike in consumers followed. But earlier this year, all of Aiful's operations were halted, after financial regulators accused it of bullying borrowers and breaching lending laws. </P> <P>Aiful president Yoshitaka Fukuda, one of Asia's richest men, has responded by apologising and taking a hefty pay cut. Is this enough?<BR></P>