Norwich Union Direct has won its battle royale with the charity Historic Royal Palaces over the use of a yeoman warder in its advertising.
Historic Royal Palaces, which looks after the Tower of London and Hampton Court, complained to the Advertising Standards Authority after NU Direct used a picture of an actor dressed as a yeoman warder in an ad after its request to feature a real one was turned down.
The ad for home insurance featured a photo of a yeoman in royal military uniform in front of Tower Bridge with the slogan: “If you lose your keys, we’ll pay for your locks to be replaced.”
Historic Royal Palaces said the ad was misleading as it implied that the Tower of London and its yeoman warders endorsed the product, which the Royal Household forbids.
But the ASA threw out the complaint, saying “readers were unlikely to infer that the advert depicted a real warder yeoman warder” and that the image “was likely to be seen merely as an ill-ustration of the lock and key message”.