As Royal baby mania reaches the most raging of fevers, the Committee of Advertising Practice (CAP)—responsible for writing UK advertising codes and offering advice—has made sure to provide a tonic to our high temperatures. CAP has crafted lengthy guidelines over marketing around the future heir to the throne.
This scenario reminds me a lot of my mother and my teenage self. The days when my parents were just about to leave for a weekend away and the plans for that “secret” house party were about to take action. And then I would be presented with a long, killjoy list of things that needed to be done in their, or mainly my mother’s, absence.
CAP is a killjoy no different (although I have cheated a little and read the IPA’s useful summary instead of the full drone).
CAP’s guidelines highlight: “Although general references to the royal birth 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.”
It’s pretty obvious. But the more pedantic details include what particular crown image is allowed. It is still possible to show royal imagery such as crowns, provided it does not appear similar to the actual royal crown image. An illustration of acceptable crown images can be found here.
But whilst such guidelines are all a little pedantic, it wouldn’t be royal and it wouldn’t be British without such rules and regulations. And I wouldn’t have it any other way.
Kathryn Butterfield is a junior planner at gyro London.