Superpages (part of Idearc Media) has implemented a new policy, where if you are a lead generator, you can’t advertise directly for the service you are targeting. For example, all the sites like LowerMyBills, LendingTree, etc., will not be able to advertise under “loan” or “debt consolidation” categories. They are forced to advertise under the “referral” category. 

Also, it appears that if you are a lender or a bank, you will need to fill out a credit application, even if you have been doing business with them for years. The credit cards are not enough as they need to make sure you are not going to go out of business. 

I will keep you updated with news from them.