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BizReport : Law & Regulation : July 09, 2013

Advertisers warned about delivery of Royal birth advertising

Thinking of cashing in on the imminent birth of a new member of the British Royal family? You'd better brush up on your Advertising Standards Authority rules and regulations first.

by Helen Leggatt

It's a huge marketing opportunity and many big name advertisers have already jumped on the Royal baby bandwagon. However, caution is needed. Any use of material that shows, or mentions, any member of the Royal family must first be approved by the Lord Chamberlain's office, whose role is "to oversee the conduct and general business of the Royal Household and to be a source and focal point for important matters which have implications for the Household as a whole".

The Advertising Standards Authority is the UK's independent regulator of advertising across all media. They apply the Advertising Codes, which are written by the Committees of Advertising Practice.

"Linking campaigns to Royal events is always tempting, and although general references to the Royal birth or simple congratulatory messages are potentially acceptable, ads shouldn't go as far as claiming or implying that a particular product is endorsed by the Royal Family or that a product is affiliated to Royal events when it is not," said the Advertising Standards Authority in a recent announcement.

Image via Shutterstock

Tags: advertising, Advertising Codes, ASA, CAP, Kate Middleton, media, Royal baby watch, UK

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