The Imperial War Museum in south London is facing criticism following an incident in its gift shop involving a retired soldier and his daughter. The veteran, who served in Northern Ireland, Bosnia, Iraq, and Afghanistan and was mentioned in despatches three times, said a staff member responded dismissively when his daughter inquired about a veterans’ discount during a recent visit.

According to the former serviceman, the employee told them that the museum “has nothing to do with the military – that’s not who we are.” He described the staff member as "surly" and unhelpful when he sought to explain the significance of the military exhibits outside the museum, including a V2 rocket, a Spitfire, and a Harrier jump jet. The veteran expressed frustration at what he perceived as a lack of appreciation for the armed forces.

This episode adds to ongoing controversies surrounding the institution. In 2023, Lord Ashcroft publicly criticized the museum in response to its decision to remove his collection of 245 Victoria Crosses, which had been on display at the IWM at his expense for 15 years. He also highlighted that the museum’s recent appointments included three new trustees who lack military backgrounds.

By contrast, the National Army Museum in Chelsea, west London, which now houses Lord Ashcroft’s collection, offers a 20 percent discount to veterans in its shop. More broadly, over 14,000 brands and organizations across the UK provide discounts to veterans with appropriate identification.

The Imperial War Museum has since initiated an investigation into the reported incident. A museum spokesperson expressed regret over the veteran’s experience, stating the institution was “very sorry to hear about this visitor’s experience” and apologizing if the veteran or his daughter felt unwelcome. The spokesperson emphasized that the IWM is dedicated to telling the stories of people affected by war and conflict, and that veterans’ experiences remain a vital part of that mission.