The British Broadcasting Corporation is standing firm in its decision not to air a desperate plea for donations to help those living in the bombed-out remains of the Gaza Strip.

On Monday, another British channel, Sky News, joined the BBC by announcing that it was also refusing to broadcast the appeal.

The ad was submitted for broadcast by the Disaster Emergency Committee, which includes the Red Cross, Oxfam and Save the Children.

The BBC decided not to air the ad following deliberations held over the weekend, said CTV's London Bureau Chief Tom Kennedy.

"It is saying if it does broadcast this film appealing for aid for the victims of the Israeli bombardment of the Gaza strip, it will in a sense be compromising its journalistic impartiality, not only it's journalistic impartiality but the appearance of it," Kennedy told CTV Newsnet.

The decision has triggered a powerful emotional response in the U.K. Roughly 60 MPs, including some cabinet ministers, have criticized the decision.

Several high profile religious leaders, including the Archbishop of Canterbury Rowan Williams, have also opposed the decision.

More than 11,000 complaints have been filed to the BBC, and a number of protests have been held in opposition to the decision, Kennedy said.

Those who oppose the BBC's decision say the humanitarian appeal must be aired in order to generate much-needed funds to help Palestinians recover from the heavy fighting.

More than 1,200 Palestinians were killed in the bombardment, and hundreds of homes and businesses were destroyed.

Israel launched the three-week offensive in order to halt Hamas rocket fire into southern Israel.

Other British broadcasters, including Channel 4, ITV and Five, have said they intend to broadcast the ad.