In many shopping malls across America, you will see pushcart vendors selling reproductions of coats of arms, claiming to be the "proud history and heritage of your family name" or similar words. These merchants sell coats of arms on parchment paper, suitable for framing. They also may sell coats of arms on t-shirts, sweatshirts, golf jerseys, stationery, coffee mugs or even key chains.

Similar "businesses" exist on the Web. A number of Web sites proclaim that they can sell you "authentic" copies of your family’s coat of arms. One Web site says, "What is your Name? What was it's origin? Was it taken from the name of a village? Was it taken from the Bible? A clan name? An Occupation? An ancient landmark? Who were your historical namesakes who bore your fine family name in the homeland of your ancestors?" Sometimes they also claim to sell "gifts of lasting heritage."

I have one thing to say to these con artists: "Balderdash!"

Actually, that’s not my first choice of response, but, after all, this is a family newsletter.

The study of coats of arms is called heraldry. Those who control the issuance of arms are the heralds. Typically, each country in Western Europe as well as in England, Scotland, and Ireland has an office of the heralds, sometimes called the Kings of Arms. The heralds are empowered to decide who is authorized to display a certain coat of arms. If you do not have authorization from the heralds, you are not authorized to display any coat of arms. That authorization must be on paper, signed, and made out to you personally, not to your entire family and never to everyone of a certain surname.

Most Americans seem ignorant of one very basic fact: in Western Europe and in the British Isles, there is no such thing as a "family coat of arms." A coat of arms is issued to one person, not to a family. After that person is deceased, his eldest heir may apply for the same coat of arms. Again, when he dies, his eldest heir may apply. The rules for determining who is eligible to display a coat of arms are very similar to the rules for becoming King or Queen of England. However, even the proper heir cannot display the coat of arms until he or she has received authorization (been confirmed) by the heralds. At any one time, only one person may rightfully display a coat of arms.

According to the American College of Heraldry, "While Americans are usually fascinated by the beauty of heraldry, they are rarely familiar with its meaning and traditions and, therefore, often misunderstand and even abuse this rich cultural heritage. They seldom understand that a coat of arms is usually granted, certified, registered or otherwise recognized as belonging to one individual alone, and that only his direct descendants with proven lineage can be recognized as eligible to inherit the arms. Exceptions to this rule are rare."

The American College of Heraldry also says, " It is highly inappropriate for one to locate the arms of another person sharing the same surname, and to simply adopt and use these arms as one's own." My interpretation of this is that, if you are displaying an unauthorized coat of arms, you are impersonating someone else.

You can read more on the American College of Heraldry web site at http://www.americancollegeofheraldry.org/body.html.

The College of Arms in England (the heralds for English, Welsh, Northern Irish, and Commonwealth families) says (at http://www.college-of-arms.gov.uk/resources/faqs), "There is no such thing as a 'coat of arms for a surname'. Many people of the same surname will often be entitled to completely different coats of arms, and many of that surname will be entitled to no coat of arms. Coats of arms belong to individuals. For any person to have a right to a coat of arms they must either have had it granted to them or be descended in the legitimate male line from a person to whom arms were granted or confirmed in the past.

Despite these warnings, many vendors are making money by preying on Americans’ ignorance of the topic. The pushcarts you see in shopping malls typically are franchise operations. One pushcart owner told me that he paid $6,000 for a "franchise" to sell this stuff. The so-called franchise did not include a protected territory; another franchisee was free to set up business in the same area. For the $6,000 investment, the franchisee receives a computer with a database containing thousands of surnames and so-called "family coats of arms," a high-quality printer, a supply of parchment paper (actually not parchment but simply paper that has been treated to look like parchment), and a supply of coffee cups, key chains and other paraphernalia. These franchisees reportedly receive no training in the study of heraldry. The ones I have talked to didn’t recognize the term "College of Arms."

The Web sites aren’t much better. The ones I have looked at seem to have carefully-worded claims. Instead of saying, "your family’s coat of arms," they will say something like "your historical namesakes." Okay, "namesakes" doesn’t mean "ancestors," but it still will be misleading to many people. When a Web site proclaims, "your historical namesakes," most people will think that means "my family." However, if argued in court, the wording on the Web site would probably be considered correct. In short, I doubt if these companies will be shut down for misrepresenting their wares as they are very careful in their choice of words.

The next time someone offers a copy of your "family’s coat of arms," ask them for the documentation. They won’t have any. If a friend of yours is displaying a coat of arms on his stationery or on his fireplace mantel, I suggest you simply walk away smiling. There’s no sense in upsetting a good friendship. But don’t be as gullible as your friend. And please, please do not display your "family’s coat of arms" on your genealogy Web site unless you have been confirmed by the heralds, Okay?

If you would like to learn more about the serious study of heraldry and any rights you might have to display coats of arms, there are a number of Web sites devoted to the truth. Here is a short list of some of the more reputable ones:

The Augustan Society at: http://www.augustansociety.org

The American College of Heraldry at: http://www.americancollegeofheraldry.org/

The Baronage Press at: http://www.baronage.co.uk/

British Heraldry: http://www.heraldica.org/topics/britain/ and especially the article on "Regulation of Heraldry in England" at http://www.heraldica.org/topics/britain/england.htm

The College of Arms (the official repository of the coats of arms and pedigrees of English, Welsh, Northern Irish and Commonwealth families and their descendants) at: http://www.college-of-arms.gov.uk/

None of the above sell printouts on parchment paper, t-shirts or key chains. Some of them do sell books and magazines devoted to the study of heraldry, however.

Anyone who claims to sell "your family coat of arms" is a rip-off.