Small sign displayed on hearse carrying Queen’s coffin sparks fury

It was so small you could easily have missed it - but this sticker seen in the Queen’s funeral procession has caused plenty of rage.

A funeral company has been forced to defend itself after coming under fire for displaying branding on the Queen’s hearse.

A large sticker displaying the name William Purves could clearly be seen as millions of mourners tuned in to watch the procession leaving Balmoral in Scotland yesterday morning.

Although it was swiftly removed along the route, plenty of royal fans still took issue with the advert, labelling it “tasteless” in furious social media posts.

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The sign displayed on the Queen's hearse. Picture: Owen Humphreys/PA Images via Getty Images

The company broke its silence on the furore on Tuesday, confirming the signage was removed “at the earliest opportunity” following the backlash, which had seen its website crash.

“When the procession left Balmoral, we became aware of the negative attention our company was receiving in relation to the branding and removed the logo at the earliest opportunity,” a spokesman told The Sun.

“We took action as soon as possible and pride ourselves on being discreet for all our clients.

“We changed the colour of our hearse from silver to black and the branding is a common feature on our cars.

“This procession was meticulously planned and rehearsed every month for a number of years.

“We noticed there was a deflection of attention during the procession which was playing out on social media.

“We acted at the earliest opportunity.

“It’s been a privilege and an honour to serve the Queen and we’ve received the most amazing support locally and globally for yesterday’s procession.”

The branding was seen as disrespectful to the late Queen (pictured here in 2021). Picture: Max Mumby/Indigo/Getty Images

The flood of angry messages had started to pour in on Twitter shortly after the hearse made its appearance, with one person branding it “an appalling example of ‘accidental’ free advertising”.

“Sad days when the funeral director makes sure he gets free advertising all the way to Edinburgh,” wrote another.

One person called out the undertaker’s “shameful conduct”, while another questioned: “How on earth was this allowed to happen? Diabolical.”

The social media storm comes ahead of the Queen’s coffin’s arrival back in England on Tuesday night, where it will be taken to Buckingham Palace for the monarch’s final night at her London home.

On Wednesday afternoon, her casket will be taken to nearby Westminster Hall, where she will lie in state for four days as the members of the public are able to walk past and pay their respects.

Originally published as Small sign displayed on hearse carrying Queen’s coffin sparks fury