Royal Wedding Marketing: Lawful Promotion Strategies For Brands

The British Royal Family is a global brand that has captured the hearts and minds of millions of royal watchers worldwide. With the internet buzzing about royal weddings, advertisers might be tempted to borrow some princely goodwill for their own brands. However, marketers must navigate strict rules to avoid legal pitfalls. Marketers must not claim or imply that a product is endorsed by the Royal Family without permission. Featuring royalty in advertisements is generally prohibited without consent, and using royal insignias like arms or emblems is likely to imply official endorsement. Marketers must also ensure their campaigns do not mislead consumers, as per standard advertising regulations.

Privacy and permission

Privacy:

• Personal Identifiable Information (PII): When posting about the royal wedding, be mindful of any personal information that could be used to identify individuals, such as names, email addresses, social media links, etc. It is important to obtain consent and adhere to privacy policies when collecting or sharing such information.
• Data Protection: Ensure that any personal data collected is protected and handled securely. This includes implementing measures such as encryption, password protection, and restricted access.
• Online Content: Any content posted online, including comments, images, or other personal information, becomes public. Individuals may collect and use this information, so it is important to seek permission from those involved and exercise caution when sharing personal details.
• Compliance with Laws: Privacy laws, such as the General Data Protection Regulation (GDPR), provide individuals with rights regarding their personal data. Comply with these laws and respect the privacy rights of individuals.

Permission:

• Featuring Royalty: Under Rule 6.2, members of the Royal Family should not be shown or mentioned in marketing communications without their prior permission. Marketers are advised to seek permission and ensure they do not imply endorsement or affiliation with the Royal Family unless permitted.
• Royal Arms and Emblems: Featuring the Royal Arms, emblems, or referring to a Royal Warrant requires permission from the Lord Chamberlain's Office. Using the Royal Arms or similar designs without authorization may be a criminal offence under the Trade Marks Act.
• Intellectual Property: Using images or artistic renditions of royalty may require permission from the copyright owner. Respect intellectual property rights and obtain necessary permissions to avoid legal issues.
• Endorsement and Affiliation: Marketers must not claim or imply that a product or service is endorsed or affiliated with the Royal Family without explicit permission. This includes references, images, or suggestions that may mislead consumers.

It is important to respect the privacy and permissions related to the Royal Family and adhere to the guidelines provided by relevant authorities when posting about the royal wedding.

Rules and regulations

The Royal Family is a protected brand, and there are strict rules and regulations around its use in marketing and advertising. The rules are enforced by the Advertising Standards Authority (ASA), which issued guidance within 24 hours of the announcement of the wedding of Prince William and Kate Middleton.

The ASA guidance states that advertisements should not claim or imply that the Royal Family endorses or is affiliated with a product or service when it is not the case. This includes the use of images of members of the Royal Family, who should not be shown or mentioned in marketing communications without prior permission. Marketers are advised to seek permission, although incidental references unconnected to the product being advertised may be acceptable.

The ASA also prohibits the use of the Royal Arms or emblems without permission from the Lord Chamberlain's Office. The use of Royal images is not permitted for advertising unless used in accordance with the ASA's issued guidance. The name of a member of the Royal Family may be used if it is not suggesting an endorsement or affiliation.

Under the Trade Marks Act, it is a criminal offence to use the Royal Arms or similar designs in a way that leads people to believe the user is authorised to do so. It is also an offence to use any device, emblem or title that could lead people to believe the user is employed by or supplies goods or services to the Royal Family.

The use of the word "royal" may be restricted when used in relation to goods or services associated with the Royal Family, such as fine porcelain or luxury goods. However, this may not be an issue for everyday products not associated with the Royals.

It is not possible to register a trademark using "Royal", the Royal Arms, emblems or the name of a member of the Royal Family without permission.

Misleading use of Royal names, images or insignia may also give rise to offences under the Consumer Protection from Unfair Trading Regulations.

Social media strategy

The royal family has a strong global brand, voice, and "experience" that is easily recognizable. They maintain a consistent message, image, and content across all their platforms. They also post regularly, making information readily available to their followers.

To achieve similar success, it is essential to ensure consistency in branding, business, and voice across all social media platforms. This includes maintaining a uniform message, image, and content strategy. Additionally, it is crucial to share up-to-date information, including social issues, family updates, and press releases, to keep interest and information flowing.

When it comes to social media advertising, it is advisable to focus on the channels that your potential customers are most likely to use. Tools like Google Analytics can help track which platforms perform best. Facebook, Instagram, and Pinterest are recommended platforms for ecommerce advertising due to their large user bases and visual content focus.

It is also important to strike a balance in your social media content. The 80/20 rule suggests that 80% of your content should be topical industry news, while only 20% should be dedicated to promoting your site and products. This ensures that your social media account remains informative, personal, and engaging, rather than being overloaded with constant self-promotion.

Additionally, consider incorporating video content into your social media strategy. Video content can increase sales and is particularly effective for marketing to younger customers. Ensure that your videos have a clear purpose and are designed to evoke a desired response from your target audience.

Lastly, it is important to note that you should not imply or claim that your product or service is endorsed by the Royal Family or affiliated with royal events without prior permission.

Brand association

Permission is required to feature members of the Royal Family in advertisements. Under Rule 6.2, marketers should not normally show or mention members of the Royal Family in marketing communications without their prior permission. An incidental reference unconnected to the advertised product or references to material such as a book, article, or film about a member of the Royal Family may be acceptable.

Featuring the Royal Arms or Emblems or referring to a Royal Warrant is also likely to imply official endorsement. Marketers are strongly advised against doing so without relevant permission. 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.

When advertising souvenir products, marketers are entitled to promote their products in the best light, but they must not mislead consumers. Ads for souvenir products should not imply that the product is official memorabilia if it is not. Marketers must also ensure that their ads include all material information so that consumers can make informed purchasing decisions.

In the case of the wedding of Prince Harry and Meghan Markle, brands had the opportunity to capitalise on the high viewership of the event, especially in the United States, where there was significant interest due to Markle's American citizenship and biracial background. Some brands created unique experiences, such as Kellogg's hosting a cereal-based breakfast event, while others developed products inspired by the royal wedding, like Dunkin' Donuts' "Royal Love" donut.

Content marketing

Understanding the Rules

The use of royal occasions, including weddings, in marketing campaigns is governed by rules or "Codes" set by the Advertising Standards Authority (ASA). These rules aim to protect individuals' privacy and prevent false endorsement claims. Marketers must be cautious to avoid implying that a product or service has the endorsement of the Royal Family when it does not. General references to a royal wedding or messages of congratulations are typically permissible, but specific claims of endorsement are not.

Seeking Permission

According to ASA guidelines, marketers should refrain from mentioning or depicting members of the Royal Family in marketing materials without prior permission. This includes the use of names, images, and other forms of identification. Permission to use such elements must be obtained from the Lord Chamberlain's Office. It is essential to respect the privacy of royal individuals and avoid any unauthorized associations with products or services.

Navigating Fine Lines

When crafting content related to a royal wedding, it's crucial to tread carefully. Even without explicit claims, certain phrasing or implications can suggest royal endorsement. For example, referencing the rumoured use of wildflower meadow plants by the royal couple could be construed as an endorsement of a florist's "pollinator-friendly flowers." Marketers must carefully consider the potential interpretations of their content to avoid any unintended suggestions of royal endorsement.

Emblems and Warrants

The use of Royal Arms, emblems, or references to Royal Warrants requires official permission from the relevant authorities. Featuring these elements without permission is prohibited and may imply official endorsement. Marketers must obtain permission from the Lord Chamberlain's Office for the use of Royal Arms or emblems and consult with the Royal Warrant Holders' Association for references to Royal Warrants.

Marketing Souvenirs

When promoting souvenir products related to a royal wedding, marketers must adhere to guidelines set by the Lord Chamberlain's Office regarding the commercial use of Royal Insignia and images. It is essential to ensure that advertisements do not imply that the products are official memorabilia if they are not. Marketers should also be cautious about making misleading claims or providing inaccurate representations of the products being sold.

Storytelling and Relatability

The Royal Family excels at storytelling, capturing the world's attention with their fairy-tale-like events. Marketers can take a page from this playbook by creating compelling narratives around their brands. Share the human side of your business, showcase milestones and traditions, and find ways to make your audience feel connected to your story.

In conclusion, when creating content related to a royal wedding, marketers must navigate legal considerations and guidelines while also aiming to engage their audience through effective storytelling and relatability. By understanding and adhering to the rules, seeking necessary permissions, and crafting compelling content, marketers can successfully leverage the fascination surrounding royal weddings to promote their brands.

Frequently asked questions