‘Obliterating tradition’ or branding tweak? Row erupts as Starmer govt drops ‘His Majesty’ from official communications

A political row has erupted in the United Kingdom after Prime Minister Keir Starmer’s Labour government adopted a new logo bearing “UK Government” branding as the primary identity for public-facing communications, replacing the previously standard “HM Government”, short for “His Majesty’s Government”.

The change came to light in response to a written parliamentary question, with the government confirming that references to “His Majesty” are no longer being used in its primary communications with the public.





The move has drawn sharp criticism from the Opposition Conservatives, who allege it reflects a disregard for Britain’s constitutional traditions. The government, however, has defended the decision as a matter of clarity and consistency in public messaging.

What has changed?

Under guidance updated after Labour took office in July 2024, official communications are now advised to use “UK Government” as the primary identity in public announcements and branding.

Cabinet Office minister Nick Thomas-Symonds said in response to a written parliamentary question that the change followed updated guidance reflecting the new Royal Coat of Arms after the accession of King Charles III.

“A strategic decision has been made to adopt ‘UK Government’ as the primary identity for all public-facing communications,” he said.

Previous Government Communications Service guidance under the Conservative administration had recommended the use of “HM Government” as the “recognised and trusted” master brand for official communications, unless there was a specific reason not to.

A government spokesperson clarified that the change “does not affect the use of ‘His Majesty’s Government’, which continues on relevant official communications and records,” adding that the shift was intended to provide greater clarity for the public.

‘Disrespectful’ and ‘obliterating tradition’: Opposition reacts

Conservative leaders have strongly criticised the move, describing it as “disrespectful towards Britain’s history, culture, and constitutional settlement”.

Alex Burghart, the shadow chancellor of the Duchy of Lancaster, accused Labour of attempting to “quietly obliterate tradition”.

“What earthly good is caused by this change? It’s just another depressing attempt to modernise for modernisation’s sake. Be in no doubt: the Conservatives will reverse this on day one,” he said.

Other Tory MPs argued that the term “His Majesty’s Government” reflects the constitutional principle that ministers serve the Crown, and that executive authority is exercised in the name of the monarch, not owned by politicians of the day.

Henry Bolton, a former UKIP leader, went further, calling the change “constitutional vandalism” and alleging it formed part of a broader pattern, citing debates around jury trials and institutional reform.

Supporters of the new branding argue that “UK Government” is clearer to the public and better reflects the government’s role as serving the country as a whole. Anti-monarchy campaigners have welcomed the move, saying it emphasises democratic accountability over royal symbolism.

Critics, however, see the removal of “His Majesty” from public-facing communications as diluting the visible reminder that executive authority is constitutionally delegated by the Crown.

A question of branding or constitutional symbolism?

At the heart of the controversy lies the symbolic weight of the phrase “His Majesty’s Government”.

In the UK’s constitutional monarchy, the government formally derives its authority from the sovereign. Ministers are appointed by and serve in the name of the monarch, even though political power is exercised by elected representatives in Parliament.

The term “HM Government” has long been used in official documentation, alongside institutions such as HM Treasury and HM Courts & Tribunals Service.

The history behind ‘His Majesty’

The style “His Majesty” has deep historical roots. It was adopted by Henry VIII around 1519 to align the English crown with the grandeur of European monarchies such as that of the Holy Roman Emperor. Prior to that, English monarchs were commonly addressed as “Your Grace” or “Your Highness”.

While the usage evolved gradually, “Majesty” became the established formal style during the reign of James I in the early 17th century. Over time, it became embedded in the legal and constitutional language of the British state.

Today, the term is used for the reigning monarch, currently His Majesty King Charles III, who acceded to the throne on September 8, 2022, following the death of Queen Elizabeth II.

He was crowned on May 6, 2023, and serves as King of the United Kingdom and 14 other Commonwealth realms, as well as Head of the Commonwealth.

Phrases such as “His Majesty’s Government” and references in the national anthem, “God Save the King,” reflect the monarch’s constitutional position as head of state.

This is not the first time Labour has faced criticism over changes to royal-linked terminology. During the New Labour years, institutions such as HM Stationery Office were rebranded, prompting similar debates about modernisation versus tradition.