Children's charity rebranding causes conflict

Disabled children's charity Action for Kids has opposed the move, saying the public will get confused over the two similar names.

But a spokesman for NCH said the charity had written to Action for Kids about the name change before it was announced.

"We are confident of being able to reassure Action for Kids that our distinct brand and clear identity at the time of our formal launch will not impact on their position," the spokesman said.

Until the year 2000, Action for Children was part of NCH's name. The spokesman added: "We know of no evidence to suggest our decision to stop using the Action for Children name in the year 2000 had anything to do with perceived confusions with any other charity."

But Mike Hayes, chief executive of Action for Kids, said: "We have been using our name since 1992 and have spent considerable time consolidating our brand. Action for Kids could suffer greatly from NCH's proposed name change, not least because we both have head offices in north London."

He added when NCH used the Action for Children brand previously, this had led to confusion.

Action for Kids was taking its case to the Charity Commission, he said, and was working with a legal team to oppose the NCH's name change.

The Charity Commission's policy is to avoid identical or similar names as far as possible so as not to mislead or confuse the public.
A spokesman for the commission said: "We have been contacted by a number of charities relating to a possible change of name by NCH and we are in the process of responding to these charities.
"We have also been providing NCH with advice and guidance regarding its proposed name change."