Prince William and Kate Middleton appeared to break with royal protocol as they greeted emotional adoring fans during a visit in Scotland.
It comes as experts say the Duke and Duchess of Cambridge are attempting to dispense with 'stuffy' formality and become more approachable following their disastrous Caribbean tour earlier this year.
Royals have been told to avoid taking or posing for selfies whilst out on official duties it has been previously reported.
However, both William, 39, and Kate, 40, bent the supposed rule whilst on a visit to a a social housing landlord group in Glasgow last week.
The couple were both spotted smiling for a selfie with several women who had turned out to see them outside the Wheatley Group offices in the Kennishead area of the city reports the Mirror.
Other onlookers used their phones and tablets to snap pictures of the couple and greet them from the upstairs windows of their homes.
Whilst William also flouted another usually key rule during royal visits – that greetings be limited to formal handshakes.
That rule is said to date back to Medieval times when monarchs believed they were appointed by god and so demanded to be treated as such.
However, William was pictured hugging 66-year-old William Burns who was visibly overcome with emotion whilst speaking to the future king.
It follows the couple saying they wanted to addressed by their names and not their titles, in what is a big break with tradition.
A source told the Mirror it was their response to the Carribean tour back in March which was widely regarded as a PR disaster and the criticism of which is said to have left them shaken.
“They want to be more approachable, less formal, less stuffy and break away with a lot of the tradition" the source said.
“So now it’s more ‘Wills and Kate’ instead of the Duke and Duchess of Cambridge… ‘Just call me Wills’ type of thing.
"They want to try to avoid the bows and curtsies in public, be more approachable, less formal, less stuffy, and break away with a lot of the tradition and focus on a modern monarchy.”
Following the meeting Mr Burns said of his embrace with Prince William: "I am a grandfather.
"It felt like a son hugging a father," he told the Daily Mail.
"‘It was the way he hugged me. I didn’t expect that really to be honest. It was a boost. I’ve never felt anything like it in my entire life before and my existence as a human being."
The Duke and Duchess discussed the issued of homelessness during the visit last Wednesday, May 11.
They spoke to people using the group's services, including those who had been helped to find work.
They were also given a tour of 48 new homes for over-55s built on the site of two former 1960s tower blocks, which were demolished in 2015.
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