Fundraising Regulator Rules Stoke Air Ambulance Made Misleading Claims

Stoke Air Ambulance Charity Faces Criticism Over Misleading Fundraising Claims

A local charity aiming to provide an air ambulance service for Stoke and north Staffordshire has been ruled to have broken fundraising rules by misleading the public about its capabilities.

The Fundraising Regulator found that Stoke Air Ambulance CIO gave the impression it operated a working helicopter service, despite having no aircraft, no base, no medical staff and no approval from the Care Quality Commission. The charity's website and fundraising appeals suggested a helicopter was ready to fly and encouraged people to switch donations from other established air ambulance organisations.

Gerald Oppenheim, chief executive of the Fundraising Regulator, said the charity was making claims it could not back up. He explained that pictures on the site implied an active service existed when there was no evidence to support this. The regulator described the approach as misleading to donors and unfair to other charities.

As a result of the investigation, Stoke Air Ambulance must remove all misleading statements, stop making unproven claims and refrain from discouraging support for other organisations. The breaches came from complaints about the charity's online presence and face-to-face fundraising efforts.

Daniel Moores, a trustee for the charity, responded by saying the trustees are aware of the findings and are taking steps to address the issues. He confirmed full cooperation with the regulator and noted there was nothing more to add at present.

The ruling comes at the same time as the Charity Commission has launched a statutory inquiry into the organisation. Opened on January 6, 2026, the inquiry is looking at governance, management, fundraising spending, staff payments, direct charitable work, conflicts of interest, payments to a trustee-connected company, strategic planning and whether the goal of running an air ambulance remains viable.

Stoke Air Ambulance was launched in 2022 with a public appeal to raise £2.5 million for a dedicated service in the area. It continues to run a retail shop in The Potteries Centre, Hanley, and accepts donations through its website. For the year ending June 2024, the charity reported income of £332,000 and spending of £353,000, leaving a deficit put down to initial setup costs.

The Midlands already benefits from strong air ambulance coverage through Midland Air Ambulance Charity, which operates three helicopters serving Staffordshire, Shropshire and Worcestershire. Hanna Sebright, chief executive of Midland Air Ambulance, said confusion over multiple charities can make people hesitate to donate, meaning less money reaches patient care.

Lindsay Boswell, chief executive of Air Ambulances UK, added that the region is among the best served in the country and that setting up another service risks wasting generous donations that could support existing lifesaving work.

The case has sparked wider discussion about public trust in charities and the need to direct support towards proven, operational services. Stoke Air Ambulance remains one of several affiliated with Air Ambulances UK, though it does not currently feature prominently in the group's main listings.

Both the Fundraising Regulator and Charity Commission are continuing their work, and the charity has been directed to comply fully with the required changes.