The 60 second advert has brought together stars such as George Clooney and Colin Farrell to promote the charity’s cause, but regulatory body Clearcast, which deals with the approval of advertisements in the UK, has taken the decision to block the short film.
“These rules ensure that adverts aren’t being broadcast by bodies whose objects are wholly or mainly political,” the company said. “One appears to be caught by this rule as they state that part of their raison d’etre is to pressure political leaders.”
“It also appears that a number of the claims made in the version of the ad that we have seen are directed towards a political end, which is again against the rules.”
In response, Adrian Lovett, the Europe director of One has said: “We recognise the purpose of the broadcasting code is to keep political propaganda off British television, but our ad highlights the desperate plight of 750,000 people in east Africa who, the UN warns, could die before the end of the year.”
The advert could be in breach of the Communications Act, which came into force in 2003.