World Vision had planned to screen adverts during the World Cup tournament highlighting the fact that it has cost £49 million to sponsor the England football team, but it costs just 60 pence a day to sponsor a child in the developing world through the charity.

But the Broadcast Advertising Clearance Centre told World Vision they felt the advertising “suggested that money spent in the development and sponsorship of football was wasted and they could see no good reason for singling out football in this way particularly given that footballers do a lot for charity”.

The ruling means that the advertising has been barred from appearing on television unless the England football team gives permission for it to be used.

Actor Paul McGann, who provided the voice-over for the campaign, said: “Does one laugh or cry? And advert describing how 60p a day might help a child in a developing country is pulled in order to spare the image of corporate sponsorship in a couple of rich ones. You couldn’t make it up.”

“We’re extremely surprised that the BACC has given this ruling,” said Rudo Kwaramba, director of advocacy, communication and education at World Vision. “In our eyes, the advert is in no way anti-World Cup or anti-football. It simply uses the common language of football to point out the difference between western world affluence and developing world resourcefulness.”

World Vision has approached the Football Association to approve the piece, but the association has so far declined to comment on either the advert or the BACC’s decision.