So stocks in lenders like Acom and Aiful have plunged between 44% and 65% from their yearly highs.

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Stock price of NASDAQ: ACOM is rising, thus far, on the news.

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Although the campaign has been discontinued, Acom's brand remains strong.

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Three brothers inherited father's consumer loan outfit Acom.

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Takefuji and competitors like Aiful and Acom charged them interest rates as high as 29.2% on short-term loans until the maximum rate was lowered to 20% earlier this year, among other limits imposed over the past four years.

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As for consumer finance, the drop in gross profits was due mainly from lower loans balances from the two main vehicles ACOM (down from JPY 1.20 trillion to 1.01 trillion) and Mitsubishi UFJ Nicos (JPY 0.94 trillion to 0.76 trillion).

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