Members of the MAKEPOVERTYHISTORY coalition reacted with dismay to today's ruling by Ofcom, the broadcasting regulator, which states that the campaign is prohibited from advertising on television or radio.
While Ofcom recognised the importance of the campaign, it considered its political aims to be in breach of broadcast regulations.
Oxfam's Adrian Lovett, a member of the MAKEPOVERTYHISTORY coordination team commented:
"We're disappointed with this decision. Members of the MAKEPOVERTYHISTORY 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 advert received incredible support from the advertising industry through millions of pounds worth of donated ad space on TV, radio and cinema. Five versions of the advert are in circulation in UK, featuring a range of personalities to appeal to general, music and sporting audiences and have been played at music festivals and sporting events throughout the summer.
or go to http://www.makepovertyhistory.org/