Three in four less likely to give if charity pays its stars
● Celebrities accept tens of thousands to back fake campaign
Nearly three-quarters of Britons have said they are less likely to donate money to a charity if it pays celebrities for their support, according to a survey.
The poll, which discovered that famous faces would take tens of thousands of pounds to show public support for a charity invented by undercover reporters, found seven in ten (71 per cent) UK adults would be put off giving money to an organisation if it paid stars to back it.
More than four in five (84 per cent) of adults who took part in the survey said celebrities should not receive payment from a charity when fronting a campaign or appearing as an ambassador.
Three quarters (74 per cent) said they would think less of a celebrity if they knew they had been paid by a charity.
The survey of 2,123 UK adults for Channel 4’s Dispatches found that nine in ten (92 per cent) had donated to charity at some point in their lives.
Dispatches found US reality star Caitlyn Jenner and football manager Harry Redknapp both accepted large fees to back a dummy charity, called Cleaning Up Plastic Pollution in Africa (Cuppa).
Celebrity booking agents told the programme that Redknapp would be willing to back the charity, but it would cost £15,000 for him to do one post on Instagram and £5,000 for a photoshoot.
Dispatches signed a contract, paid the agency £20,000 and secretly filmed the photoshoot.
One week later, a photograph of Redknapp wearing a Cuppa T-shirt and cap and holding a themed cup was posted on his Instagram page, along with a caption announcing his support.
He did not disclose that he was paid for the post.
A lawyer for Redknapp said: “Mr Redknapp is a prolific supporter of charity and has raised considerable sums over the years.
“He receives no fees for such support and would never knowingly charge for the regular charity work he undertakes ... his support is of enormous financial benefit to these charities.
“In this case he only agreed to payment after being informed that the charity was supported by private investors. He was paid less than the sum quoted by [talent agency] MN2S.” The programme, which will be shown tonight, also paid MN2S more than £19,500 for Jenner to take part in a photoshoot and share an Instagram post.
A lawyer for Jenner said: “It is well known to the public that sometimes celebrities are paid fees for doing promotional work for charities.”