The Moderator of the General Assembly of the Church of Scotland, the Rt Rev Alan McDonald, has issued his Christmas Message for 2006 in which he rejects the "snowstorm of materialism" at Christmas and welcomes instead the increasing popularity of virtual gifts.
"At this time of year, in the midst of such a snowstorm of materialism, it is sometimes difficult to find the Christmas message that lies buried beneath the layers of tinsel and plastic," he said.
"In this Season of Advent, surrounded by mountains of commercialism, it can be genuinely hard to recall what Christmas is all about. In these final days before Christmas, in a society that appears to be dominated by credit cards, money and possessions, it is almost impossible to notice the birth of the Saviour of the world."
He continued: "However, I am heartened that this year more and more people in this country seem to be saying 'enough is enough', deciding to opt out of the seasonal rat race and giving virtual presents instead.
Rev McDonald's support comes not long after charities like World Vision and Christian Aid were criticised for their catalogues offering the sale of animals to poor people in developing countries, including goats, cows, sheep, bees and alpacas.
The director of the animal rights group Animal Aid, Andrew Tyler, said in a report by The Independent that the gifts might do more harm than good because of their "complicated" needs and because they "swallow up a lot of resources of water and feed that otherwise could go to people".
Rev McDonald, however, encouraged more people to buy virtual gifts this Christmas.
"These virtual gifts can help transform someone's life in one of the poorest countries in the world. I am convinced that giving a goat this Christmas is a much more appropriate way to mark the birth of the child in the manger than by buying an expensive present that nobody needs."
