The news of the broadcasting regulator's decision has caused dismay within the coalition, which says it had worked hard to abide by Ofcom’s rule when making the “Click ad”.

Adrian Lovett, from Oxfam, said: “We’re disappointed with this decision. Members of the coalition went to great lengths to ensure the ‘click ad' met broadcast regulations and took appropriate advice before submitting it to broadcasters.

“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” featured a selection of high profile figures, including Brad Pitt, Cameron Diaz, Emma Thompson and Colin Firth, who clicked their fingers every three seconds to represent the number of children dying in Africa from extreme poverty. Donated ad space from the advertising agency had allowed it to be aired across TV, radio and cinema throughout the year.