Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Members of the Royal Family should not normally be shown or mentioned in marketing communications without their prior permission. The ASA upheld complaints about a press ad for a budget airline that featured a photograph of Prince Charles and the headline “Prince’s secret revealed!” Although the ad was intended to be humorous and did not imply a Royal endorsement, the ASA reminded the advertiser that it was nevertheless required to get permission to use photographs of the Royal Family (Ryanair Ltd, 3 March 2004). But an ad that claimed “a few of our celebrity guests …” and featured Princes Charles, William and Harry, was withdrawn because the advertiser did not have the Princes’ permission and the ASA considered the ad implied Royal endorsement (M Llewellyn, 30 November 2005).
Incidental references unconnected with the advertised product, or references to material such as books, articles or films about members of the Royal Family, are usually acceptable (Rule 6.2).
The Royal Arms and Emblems must not be used without the prior permission of the Lord Chamberlain’s office. References to Royal Warrants should be checked with the Royal Warrant Holders’ Association (Rule 3.52).
In 2007, the ASA received a complaint about the use of a photograph of a Yeoman Warder in front of Tower Bridge. The complainant, Historic Royal Palaces, objected that the ad misleadingly implied Yeoman Warders had endorsed the advertisement. It objected that the advertiser had not obtained permission to use the image of Tower Yeoman Warder. The ASA nevertheless considered that readers were unlikely to regard the Warder as genuine and would see the image merely as an illustration of the service (Aer Lingus Ltd, 25 July 2007).
Last modified : 29 March 2012