Regulator finds breaches in fundraising by Stoke Air Ambulance charity

A charity that has previously fundraised in Stone has been told to remove misleading claims after a regulatory investigation into how it presented its activities to donors.

The findings relate to Stoke Air Ambulance CIO, which launched an appeal in 2022 to raise money for a dedicated air ambulance service covering Stoke-on-Trent and north Staffordshire.

The Fundraising Regulator has ruled that the charity breached the Code of Fundraising Practice by giving the impression it was operating a functional air ambulance service when it was not.

The investigation, first reported by the BBC, followed complaints about the charity’s online and face-to-face fundraising.

What the regulator found

According to the Fundraising Regulator, Stoke Air Ambulance did not have access to a helicopter, an operational base, or onboard clinicians at the time the claims were made. It also did not have approval from the Care Quality Commission to operate a medical air service.

The regulator said that, taken together, the text and images used by the charity could lead potential donors to believe their donations were supporting a working air ambulance.

It also found that statements made by the charity suggested other air ambulance organisations operating in the area were less responsive to emergencies, claims which the charity could not substantiate.

The regulator said this risked misleading donors and undermining confidence in the wider air ambulance sector.

Complaints were also upheld relating to social media posts which suggested a helicopter would fly to or land at local events to encourage attendance and donations. At the time, the regulator said, the charity did not have the means to fulfil those promises.

The Fundraising Regulator confirmed it is not taking action over face-to-face fundraising activities, but has required the charity to make changes to how it communicates with the public.

Action required and charity response

The charity has been instructed to stop unfairly criticising other organisations, remove historic claims that could not be evidenced, and clearly explain its current progress towards its stated goals.

It has also been asked to write to regular donors to inform them of the regulator’s findings.

In a statement issued via the BBC, trustee Daniel Moores said the trustees were aware of the findings and were taking steps to address the issues raised. He added that the charity was cooperating fully with the inquiry.

The charity has since updated its website and removed social media posts identified by the regulator as breaching the code.

Charity Commission inquiry

Separately, the Charity Commission has confirmed that it opened a statutory inquiry into Stoke Air Ambulance CIO in January 2026, following concerns raised by members of the public.

The inquiry is examining issues including governance, management, expenditure on fundraising and staff, and whether the charity’s goal of operating its own air ambulance service is viable.

The commission said the inquiry would assess whether the trustees are complying with their legal duties.

Local context

Stoke Air Ambulance has previously fundraised in Stone, where residents have contacted this publication to say they were encouraged to redirect donations from other air ambulance charities.

The Midlands is already served by established air ambulance services, including Midlands Air Ambulance Charity, which operates multiple helicopters across Staffordshire, Shropshire and Worcestershire.

The Fundraising Regulator said its intervention was intended to protect public trust in charitable giving and ensure donors have clear, accurate information when deciding where to give their money.

The charity remains registered and continues to seek donations, but has been told to ensure future fundraising is fully compliant with the Code of Fundraising Practice.