November 16, 2017

Given that, on 20 November 2017, Queen Elizabeth II and Prince Phillip celebrate their 70th wedding anniversary, and Prince William and the Duchess of Cambridge recently announced that they are expecting their third child, the ASA has published guidance on linking ad campaigns to Royal occasions.

Rule 6.2 of the CAP Code states that members of the Royal Family should not normally be shown or mentioned in a marketing communication without their prior permission. An incidental reference (unconnected with the advertised product), however, or references to material such as a book, article or film about a member of the Royal Family, may be acceptable.

The ASA says that very general references to royal events or expressions of good wishes seem likely to be acceptable, but ads must not claim or imply that a product is endorsed by the Royal Family or affiliated with royal events, unless this is the case.

Featuring the Royal Arms or Emblems or referring to a Royal Warrant is also likely to imply official endorsement. Rule 3.52 states that any use of the former is prohibited without prior permission from the Lord Chamberlain’s Office and any reference to the latter should be checked with the Royal Warrant Holders’ Association.

As for marketers of souvenirs, as with all ads, they must not mislead about the product. The ASA has previously banned an ad for a “Prince William Royal Bridegroom Porcelain Doll” on the grounds that the image in the ad was not an accurate representation of the product being sold. Marketers should also ensure that ads include all material information so that consumers are able to make an informed decision about whether to make a purchase.

The ASA says that while ads for souvenir products are not, in and of themselves, likely to be considered to imply royal endorsement, care should be taken not to imply that it is official memorabilia if it is not. To read the guidance in full, click here.