After going back and reading my original post I realise I didn't make clear my problem, at all, please accept my apologies.

I guess what I was trying to say is:

Though you aren't financially profiting. You still gain publicity through this promotion at a time when the product you are offering is likely to be the last thing on many people in the affected areas mind. IMO it's a little distasteful.

I do however understand that it's done with the best intentions. I also agree with points made by others that maybe a different action might have come across more positive at a time like this (donations to a charity etc).

I'm nowhere near the disaster area being in the U.K but are there charities directly involved in clearing up the mess and helping people out that you could have donated to?