In a statement today Ofcom ( http://www.ofcom.org.uk/tv/obb/prog_cb/pcb52) have pronounced the Make Poverty History campaign’s political aims to be in breach of broadcast regulations.

Members of the Make Poverty History coalition reacted with dismay to Ofcom’s verdict. In a statement, a spokesperson for Make Poverty History said:

“We're disappointed with this decision. Members of the Make Poverty History coalition went to great lengths to ensure the 'click ad' met broadcast regulations and took appropriate advice before submitting it to broadcasters.

“This advertisement simply highlights the fact that a child dies every three seconds because of preventable poverty. The millions of people who are wearing a white band or taking action as part of this campaign do not see it as a narrow party-political issue. They see it as the great moral issue of our time.

“We will look carefully at the implications of this decision for our future activity. As world leaders meet in New York for the UN World Summit, it is vitally important that we get across the message that they must go much further in order to make poverty history.”

The ‘click ad’ brought together a number of public figures and celebrities including Brad Pitt to Cameron Diaz, Kylie to Diddy who starkly click their fingers. Each click symbolises the death of a child. Across the developing world, one child dies every three seconds from extreme poverty.

The advert aired through millions of pounds worth of donated ad space on TV, radio and cinema.

Too political for British TV? The authorities have ruled. Judge for yourself:
Click ad is viewable online here:
 http://www.makepovertyhistory.org/video/?pageVideo=click512k.flv