An investigation has been launched into a company which has appealed to people in Leicestershire for donations to support the work of air ambulances.

The company, called the Air Ambulance Service, has been distributing leaflets asking for unwanted clothes, jewellery, toys and mobile phones to be recycled, or sold in UK shops.

On its website, the "not-for-profit" company states it is dedicated to "helping people in need of medical air transport".

But Derbyshire, Leicestershire and Rutland Air Ambulance (DLRAA), a registered charity, has no connection to the company, and trading standards officials are investigating to see if it is genuine.

The company's leaflet encourages people to become members by calling, or sending a text message – which, the small print says, costs £5.

A DLRAA spokeswoman said: "This company is known among all the air ambulance charities in the UK.

"There is concern that people may be misled into thinking that they are supporting an air ambulance charity."

She urged people who wanted to support the air ambulance to donate to the charity itself, including through its branded collection bags.

Graham Coe, of Leicestershire County Council's trading standards department, said company was being investigated.

He said: "It has been brought to our attention and we are taking steps to satisfy ourselves as to whether it is genuine."

The company is also being investigated by trading standards officers in Oxfordshire, where the firm is based.

A spokeswoman said: "Oxfordshire County Council's trading standards service has received inquiries regarding charitable collections about a company based in Oxfordshire.

"We take all complaints extremely seriously.

"We advise people to always read the small print when making donations of goods or money."

When the Leicester Mercury called the 084 number on the organisation's leaflet, it connected to a mobile phone answer machine, with a recorded message stating the mailbox was full.

An e-mail request via its website for a response to the trading standards investigations was unanswered at the time of going to press.

People who wish to support DLRAA are advised to look for its registered charity number 1098874, or to call 8454 130999.

For more information, visit:

http://www.dlraa.co.uk/