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The Diamond Jubilee

12 March 2012

Diamond JubileeThe Diamond Jubilee

We had a royally good time in 2011, and 2012 is going to sparkle even more, but in our patriotic jubilation we mustn’t forget the advertising dos and don’ts. So, here are some points to note regarding advertising in The Queen’s Jubilee year.

Broadly speaking, advertising shouldn’t claim or imply that a particular product is endorsed by the Royal Family or imply that a product is affiliated to royal events when it is not. This is in line with the general provisions on misleading advertising. The CAP Code urges marketers to obtain written permission before implying any personal approval of the advertised product and reminds marketers that those who don’t want to be associated with the product could have a legal claim (rule 6.1).

Specifically, members of the Royal Family shouldn’t normally be shown or mentioned in a marketing communication without their prior permission (rule 6.2) and the Royal Arms or Emblems must not be used without prior permission from the Lord Chamberlain’s Office. References to a Royal Warrant should be checked with the Royal Warrant Holders’ Association (rule 3.52).

The Lord Chamberlain’s office has issued specific information regarding the sale of souvenir products. Please see the Diamond Jubilee souvenir guidelines. Advertisements for souvenir products are not, in and of themselves, likely to be considered to imply a Royal endorsement, although care should be taken in the copy to ensure that the ad doesn’t imply that a souvenir product is official memorabilia. In light of rule 6.2, we would advise against using images which have been provided for souvenirs or other specific uses in marketing communications for unrelated products.

The ASA has in the past upheld complaints about advertising that implied Royal Endorsement. However, the Code states that an incidental reference unconnected with the advertised product, or references to material such as a book, article or film about a member of the Royal Family, may be acceptable.

We would expect that advertising products with references to The Queen’s Diamond Jubilee which don’t feature Her Majesty or other members of the Royal Family such as 'having a party? Don’t forget...' or ‘60 ways to celebrate with...’ are likely to be acceptable. On the other hand ‘The Queen invites you...’ or similar should be avoided.

As always Copy Advice are happy to help with any questions and review copy, please submit a request here for free bespoke advice.

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