Operator bet365 has issued guidance on preserving brand integrity in relation to the funeral of Queen Elizabeth.
The funeral will take place on 19 September, a day which has been designated as a bank holiday in the UK, with bet365 to pause its marketing activity on the day as a mark of respect.
The operator noted: “bet365 is pausing all outward-facing marketing activity all day on Monday. This includes social media posting and paid media advertising, as well as all planned CRM and PR activity.
“From 00:00 Monday to 00:00 Tuesday, we urge all UK-based partners to act in the best interests of the bet365 brand, their own brand, and the reputation of the industry. This means joining us in pausing any outward-facing marketing on Monday, specifically bet365 branded content (display, articles, banners, adverts) that would sit alongside news articles or across other media platforms.”
The operator added that the situation may not affect all its partners in all countries, but that the guidance should be followed in the UK and Ireland. A minute’s silence will be held in the UK at 8pm on 18 September.
The group continued: “Across any Commonwealth countries and for those partners whose activity is primarily outside of the UK, you should feel free to carry on with marketing activity but please proceed with caution, respecting the bet365.com brand which has employees and customers across the world.”
The company explained that any bet365 content on non-news sites should be used with discretion, avoiding any updates on the day that could be misconstrued in any way. All marketing activity, bet365 concluded, may return to normal on 20 September.
