Top lobbying groups for the financial industry are pushing back against the Consumer Financial Protection Bureau as the regulator ratchets up pressure on credit products that can lure in customers with zero-interest terms but later surprise them with high charges.

Earlier this month, on the same day CFPB Director Richard Cordray announced he had sent letters to top credit card companies urging them to adopt more transparent practices, leading trade groups including the American Bankers Association and Consumer Bankers Association defended so-called “deferred interest” products.

Commonly offered on store-brand credit cards, deferred interest terms allow consumers to make big-ticket purchases and avoid paying interest so long as the balance is paid off before the promotional period ends. If a balance remains after that period—typically six months to a year—consumers can be hit with high interest charges that are retroactive to the date of the initial purchase on the card.