Revised advertising regulations will permit charities to broadcast adverts on TV and radio in which they compare themselves to other charities.
The new regulations, published yesterday by the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice, say that charities are permitted to make comparisons with the work done by other charities so long as they abide by the "strict rules governing comparative advertising".
Businesses are permitted to use comparative advertising, but charities have not been allowed to use it until now.
The announcement is part of a major review of advertising regulations. It follows a wide-ranging consultation that attracted more than 30,000 responses. The new rules will come into force on 1 September.
A document published last year by CAP and BCAP, which outlined the proposed changes, said: "On balance, we consider the benefits of lifting the prohibition, for consumers and charities that are comparatively more efficient or otherwise more effective than other bodies undertaking similar activities, outweigh any benefit of maintaining the present rule."