A series of neutral and cationic dyes based on a naphthoylenebenzimidazolone skeleton have been synthesised and evaluated as potential light‐absorbing chromophores for free radical polymerisation. The kinetic study of photoinitiated polymerisation of ethyl acrylate performed with the use of N‐phenylglycine, ethyl 4‐N,N‐dimethylaminobenzoate, phenylthioacetic acid and phenoxyacetic acid have proved that the tested dyes are good electron‐accepting photoinitiators. The results show that, in the photoinduced electron transfer from donor to excited singlet state of the dye, the radical anion is possibly formed via an associated donor–dye complex.