Google has done it again.

The web giant has today started to accept donations to aid the relief effort in cyclone-hit Burma.

Google has created a special web page to channel on-line donations direct to Unicef and Direct Relief International.

It has also pledged to match every penny, cent, or yen donated - up to $1million.

While Burma’s military junta stand by, Unicef have already managed to fly in emergency supplies.

Direct Relief International too are making some progress in helping the relief efforts.

All of which goes to show that Google - company motto ‘Don’t be evil’ - appears to be more effective than the frustratingly impotent Western governments at sidelining the Burmese generals. And helping people in real need.

We wonder which British company (or even a North West-based global arms dealer?), will now volunteer to follow Google’s lead and demontrate their commitment to Corporate Social Responsibility in such a direct and practical way?