Citing morals as one of its reasons, the American Fork City Council has decided to limit the number of cash advance businesses allowed in the city.

While new cash advance companies are not prohibited in the city, they are limited based on the population of the city -- to one per 10,000 residents. American Fork's population was recently estimated at 26,000 and there are at least six of the businesses within its boundaries now. They may remain open, but if one closes another may not take its place until the population warrants it.

Orem recently passed a similar law.

Most cities don't try to control the number of businesses inside their borders, but Councilwoman Heidi Rodeback said this is different. "This one seems to have moral consequences," she said. "Our zoning is about safeguarding the health, safety, welfare and morals of our community."

She stressed she was not in favor of prohibiting such businesses, but simply limiting the number. She said she knows people who have had problems with heavy financial obligations.

"People, maybe not knowing, can get in over their heads," Rodeback said. "Sometimes they can't pay them off and their situation gets worse. It tends to perpetuate poverty."

The move was also a result of council members' concerns about the proliferation of the businesses.

"As I have been driving down Main Street and State Street, I noticed we have been getting more," said Councilwoman Sherry Kramer. "If we didn't do something, we might have been inundated with check cashing facilities."

She said she's concerned about the businesses because of the way they operate.

"They charge exorbitant amounts of interest," she said. "I don't think it is healthy to have so many when they are charging such high rates that people can get into trouble."

In addition to limiting the number of the businesses, the city placed restrictions on how they look. Exteriors of the buildings are restricted to earth tones or matching the design theme of a shopping center of which they are part. At least 25 percent of the front of the first floor must be windows or doors that are clear or lightly tinted glass, allowing views inside and out of the building.

No bars, chains or similar security devices visible from the public street or sidewalk are allowed. Neon lighting, other than the building's sign, is not permitted on the exterior.

This story appeared in The Daily Herald on page B1.