BEIJING, May 30 (Reuters) - China will name and shame companies which promise donations for earthquake relief efforts but then fail to live up to their pledges, a government official said on Friday.

A 7.9 magnitude quake on May 12 in the southwestern province of Sichuan has killed almost 69,000 people, but has prompted an outpouring of public and corporate sympathy, money and offers of other aid such as tents, food and medicine.

The government has received 35.28 billion yuan ($5.09 billion) in donations of cash and relief goods from home and abroad to date, of which just under one-third has been disbursed in the disaster zone.

However, some aid has been pledged but yet to be received.

"The Ministry of Civil Affairs came out with clear rules on April 28 concerning companies which offer aid and then delay paying up," deputy head of the ministry's disaster relief office, Pang Chenmin, told a news conference.

"The aid ought to be given to the recipient as promised and in a timely manner. If it needs to be delayed for a day or two, they can coordinate with the relevant department," he added.

"But if it is not given, the recipient has the right to go after payment, and inform the public in an appropriate way," Pang said, without elaborating.

The Internet has been buzzing with allegations of stingy firms, both Chinese and foreign, even as the government, state media and the companies themselves deny that this has been the case.

At the same news conference, the Chinese Red Cross also denied what it said were "rumours" that its aid efforts had been compromised by waste and corruption.

"The procurement rules and procedures are strictly followed," it said in a statement. "We have never purchased a single tent that cost 10,000 yuan.

"The misuse of the name of the Red Cross to raise funds, make profits as well as spreading false news are disturbing and regarded as criminal acts. We hope the public will be vigilant and help us report cases to related government departments," it added. ($1=6.937 Yuan) (Reporting by Ben Blanchard; Editing by Nick Macfie and Sanjeev Miglani)

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