ASA warns marketers against cashing in on Royal baby
The Advertising Standards Authority has made a pre-emptive strike against marketers considering appropriation of imagery and titles relating to the Duchess of Cambridge’s imminent baby to boost sales. Strict guidelines are currently in place in relation to the use of such material; including a ban on showing or mentioning any member of the Royal family in advertising material without the express permission of the Lord Chamberlain’s office. Similar restrictions also encompass the use of emblems and arms associated with the Royals. This hasn’t stopped a number of big name advertisers from jumping on the bandwagon however; including an Argos TV spot asking viewers to tweet possible baby names and bookmaker Paddy Power dressing actors as babies outside Buckingham Palace. In its guidance the ASA notes: “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.” The latest reminder follows a previous warning issued last December.
Source: This is Money