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Giving your adverts the royal treatment: Part 2

England and Wales
24/04/2023
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Around this time in 2022, we were preparing for the Queen’s Platinum Jubilee and we provided some ‘dos’ and ‘don’ts’ for any royal-themed advertising. A year on, we look forward to a new royal celebration and therefore provide below an updated version of our list for any companies hoping to advertise around the event of the Coronation of King Charles III.

DO’s

  • DO use the official Coronation Emblem. The official emblem is free for use by individuals, organisations, companies and charities, and the guidelines for use state that the emblem can be used for all activities associated with the Coronation including community and national events, publications, retail and merchandising. However, make sure that any use of the emblem is in accordance with the guidelines for use published by the Lord Chamberlain’s Office.
  • DO be careful not to indicate, directly or indirectly, that your goods or services are or are of a kind supplied to or approved by the King or any other member of the Royal Family, other than in accordance with any Royal Warrant you may hold. This is a criminal offence under section 12 of the Trade Descriptions Act 1968. This potentially includes using photographs of any member of the Royal Family visiting an advertiser’s works or exhibition stand, or being involved with their goods or services.

DON’TS

  • DON’T include members of the Royal Family in advertising materials without prior permission. Rule 6.2 of the CAP Code provides that members of the Royal Family should not normally be shown or mentioned in a marketing communication without their prior permission. Particular caution should be taken not to imply that any product or service is endorsed by the Royal Family.
  • DON’T use any other Royal Emblems or Arms without prior permission from the Lord Chamberlain’s Office. Such use in advertising may fall foul of Rule 3.52 of the CAP Code. Furthermore, use of the Royal Arms (or arms so closely resembling the Royal Arms as to be calculated to deceive) is potentially a criminal offence under section 99 of the Trade Marks Act 1994.
  • DON’T forget copyright law. Common images featuring the King such as postage stamps and currency may seem like ‘public property’, but such portraits are copyright works and their reproduction without licence may constitute an infringement.

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