The article attempts to apply the concept of «soft power», characteristic of international relations, to analyze the struggle of participants in separatist conflicts at the national level. The purpose of the study is to consider the «soft power» resources and tools of each of the parties to the conflict between Catalonia and Spain and the conflict between Scotland and the United Kingdom. The main research methods are general logical, institutional and comparative. It is concluded that in the countries under consideration, in the conditions of the manifestation of separatism, the «soft power» has obvious socio-cultural, political, institutional and legal grounds. According to the authors, despite the specifics of the «soft power» confrontation, in each of the cases considered, culture in its various manifestations, image strategies of the parties to the conflict, as well as the institution of the monarchy are crucial.