SCOTTSDALE, Ariz. — Even though one minute past midnight on July 1 marked what Southwest Title Loans calls the end of the payday loan industry in Arizona, the company says it is continuing to provide short-term title loans to consumers.

According to Curt Potts, director of business development, "There are very important differences between payday loan companies and what Southwest Title Loans does.

"First of all, it's in our best interest to provide our customers with title loan agreements they can afford and repay. By working in compliance with the letter of the law, Southwest Title Loans will continue helping individuals secure loans on demand," he continued.

Basically, in early June, Arizona's Attorney General issued a letter to payday lenders warning them against trying to bypass the elimination of payday loans in Arizona. Southwest Title Loans said that according to the letter, his actions are based on the "experiences of other states that have abolished or restricted payday loans."

To support the initiative, Arizona's Attorney General launched "Operation Sunset," which consists of attorneys, investigators and paralegals who are expected to respond to consumer complaints.

"Our industry has been vilified by groups seeking to protect consumers, and in some cases, they have been justified," said Potts. "But that does not mean that every company subjects its customers to predatory lending practices.

"We're here today and we'll be here tomorrow as proof that there is such a thing as an honest lender for those who are in need," he added.

For almost 10 years, Southwest Title Loans has provided title loans for cars, motorcycles, RVs, ATVs, planes, trailers, buses and construction equipment.