The CIM has issued the following guidance for marketers following the death of Queen Elizabeth II
Following international shock and sadness at the death of Her Majesty Queen Elizabeth II, it is right that marketing professionals reflect on how their organisations respond over the coming weeks.
Government guidance has been issued for businesses concerning best practice through the official ten day period of National Mourning. It is right, however, for professional marketers to also reflect upon the wider national mood and the needs of their customers and colleagues.
There is no obligation to suspend business during the National Mourning period, however, it is considered best practice to support the solemn mood of the Nation by suspending planned social marketing on the day of the State Funeral.
Throughout the ten-day period of National Mourning, it is appropriate to reflect on the death of Her Majesty, and this is best accomplished through a single pinned social post or note on the website home page.
Planned marketing campaigns should be reviewed according to their content and audience throughout the ten-day period, as should sponsorship or participation in major events on the day of the State Funeral. Clear guidance exists for promotional or national flags, and this should be closely respected.
There is no obligation to close offices or venues through the period of National Mourning, other than the state funeral (Monday 19 September), with the assumption that where services can continue with dignity they should do so.
Overall, professional marketers have a duty to avoid any inappropriate promotional marketing activity that will derive commercial benefit to the promoter to be specifically targeted to the time and date of the State Funeral.
For additional information and the latest guidance please visit Gov.uk for the latest guidance and the CIM newsroom.