Couple can’t cash in on royal name and ‘uphold the values’ of Queen
Sussexes are on a collision course with their desire to do commercial deals while keeping to agreed conduct
THE Duke and Duchess of Sussex’s pledge to “uphold the values” of the Queen puts them on a collision course with their newfound freedom to strike commercial deals.
Their decision to resign as “senior” royalty and become “financially independent” allows them to earn cash to support their new, breakaway life.
They have agreed not to use HRH titles nor receive public funds. In a statement issued on Saturday, Buckingham Palace said the “Sussexes have made clear that everything they do will continue to uphold the values of Her Majesty”. Asked what it meant to uphold the Queen’s “values”, a Palace source said: “The values we usually talk about are the Nolan principles of public life. But obviously the view was taken within the family that those sorts of things will be discussed.”
The Nolan principles were established by Lord Nolan as a code of conduct for public figures. The code, first published in 1995 when John Major was prime minister, includes a promise to be accountable, to submit to public scrutiny and to make decisions in an “open and transparent manner”.
But the Duke and Duchess have made clear their desire to be left alone to live as private citizens, out of the spotlight, and free to make their own business arrangements.
Branding and public relations experts are divided on how much money the couple can make as they go it alone. But it also raises questions of conflict over their ability to abide by the Nolan principles – as it appears the Queen thinks they should – while earning enough money to support a lifestyle they have been used to while in the royal household.
Netflix, the entertainment streaming service, yesterday confirmed its interest in working with the Sussexes.
Asked at an event in Los Angeles if he would like to do a deal with them, Ted Sarandos, Netflix’s chief content officer, replied: “Who wouldn’t be interested? Yes, sure.” However, there will be questions over how Netflix can earn money without cashing in on the royal brand.
Gary Farrow, a public relations advisers whose clients have included Sir Elton John, Jeremy Clarkson and Jonathan Ross, questioned what deals they could strike if they maintained their promise not to use their HRH status.
He described the Duchess as a “B-list actress” while pointing out that if the Duke was banned from talking about life in the royal household, it would make him a much less commercial prospect.
Mr Farrow said: “There is a thin line between taking the money and cheapening yourself so that you become naff.
‘There is a thin line between taking the money and cheapening yourself so that you become naff’
They are not going to make the kind of money to pay for a royal lifestyle that includes staff and travel and houses and security. There is no plan and no strategy. They can’t use the royal brand so what is their brand now?”
Buckingham Palace will watch keenly to see what the couple do in the future. It has been suggested they can each earn half a million dollars on speaking engagements while the Duchess could become a brand ambassador for fashion and cosmetics firms.
Sources close to the Duke and Duchess insist there are no deals in the pipeline, and that the couple want to spend more time as a family with their son away from the UK and out of the limelight while they consider their plans.
They have launched a new website Sussexroyal.com, but they will come under pressure to drop the “royal” tag if they use it to attract business.