Displaying images in RichEdit controls in Win32

This questions seems to crop up over and over again on the Web but I have so far failed to find an answer. There does seem to be a solution posted for C++ but not for a straight C application using Win32 directly.

I wonder whether anyone can point me to an example where in a straight C application using Win32 you can load an RTF file containing images that display correctly in a RichEdit control. I get the impression that it doesn't work by default because you need to do some OLE mapping or something. I can't say this makes sense to me. To my mind it should just work but it doesn't appear to. I see the entire contents of my RTF file in the RichEdit control but just don't see the images.

Can anyone help, with a C example or at least a hint, I would appreciate it.