Name confusion 'could damage children's charity'

A Manchester-based business has said it has suspended trading after a charity with an identical-sounding name received complaints about aggressive sales calls.

Action 4 Kids sells advertising space from a rented office. Action For Kids, a national charity working with disabled children and young people, said that confusion over the names could be damaging to the charity's reputation.

The London-based charity started receiving complaints several months ago from members of the public objecting to aggressive phone calls. It said people searching for the contact details of Action 4 Kids on the internet came across the charity's website and thought they were involved.

A spokesperson for the charity said they had been told Action 4 Kids was a partnership without charitable links, but there was inevitable confusion.

One lady who complained said she had received two calls from a company who said they were selling ad space for Action 4 Kids. She said they were very rude and pushy and hung up when she questioned them," he said.

"Another says she was called and asked for a credit card donation `very rudely' for Action 4 Kids. They hung up very abruptly when she said she only supported charities through the post."

The charity posted a notice on its website explaining it has nothing to do with Action 4 Kids and asking anyone with concerns about receiving calls to contact Ofcom or Trading Standards.

After being contacted by the Manchester Evening News, Action 4 Kids said it had ceased trading until it could resolve the name problem.

"It is potentially damaging to the perception of Action For Kids", said the charity's spokesperson. "We are happy that Action 4 Kids have agreed to review their name."

Action 4 Kids were unavailable for comment.

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