Further criticism is being heaped on the BBC for receiving money for sponsorship for such events as Children in Need.

Figures obtained by the Daily Telegraph under the Freedom of Information Act show that the BBC has taken nearly £6 million in sponsorship for live events from such firms as Asda, Coca Cola and Proctor & Gamble.

Critics say that the money paid represents advertising since the companies paying got credits on air. The BBC claim that since the money goes to the cost of staging the events, not the programmes it has not broken its own no-advertising rules, part of the charter under which it collects a licence fee.

(See also ADVERTISING ON BBC, Charity Matters Issue 10).