The United Kingdom government is cracking down on what it deems to be the unnecessary spending of taxpayer dollars. Included in that evaluation is government-branded merchandise.
- The U.K. government claims that “thousands” of pounds have been spent in recent years on products with department slogans or logos. It claims that money could be used for “strengthening our borders.”
- A qualification is made that such merchandise will be permitted “only when essential for delivering the government’s agenda, for example, in overseas trade and diplomacy.”
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“By cutting wasteful spending, we can target resources at frontline public services with more teachers, extra hospital appointments and police back on the beat,” says Pat McFadden, chancellor of the Duchy of Lancaster.
Promo Reacts
Clive Allcott, board chair of the British Promotional Merchandise Association and commercial director at Direct Textiles and Bags Europe, says that BPMA has taken action by voicing its displeasure directly to the government.
“While we completely recognize the U.K. government has every authority to reduce spending in any area it chooses, the manner in which the Cabinet Office has communicated the reduction on branded merchandise spending is disappointing and contributed to the negative language used by the media,” Allcott says.
Clive Allcott
Chair, British Promotional Merchandise Assocation
“We have taken this up directly with the Cabinet Office, making our opinion and concerns clear, and are seeking an apology and clarity as to why they communicated their decision in the way they did.”
Vicky Kinasz, president of Geiger International and based in the U.K., says that this is not a matter to be taken lightly, calling on promo businesses to ensure that the government is aware of the economic scope and marketing potential of the promotional products industry. Geiger, PPAI 100’s No. 5 distributor, has invested in a U.K. presence, recently acquiring Windsor-based Brandelity.
“We are obviously disappointed by the messaging that the U.K. government is sending out that reflects on our industry here and are concerned how this might negatively influence other sectors’ purchasing behavior.
Vicky Kinasz
President, Gieger International
“It is important for businesses working with the government, and our own association, the BPMA, to speak with the relevant stakeholders in government to try and influence this narrative.”
Similar Threats Across The Pond
This promo-averse rhetoric has also become part of the discussion in the U.S.
The “Stop Wasteful Advertising by the Government Act,” or the SWAG Act, was introduced in the Senate in 2019 by Sen. Joni Ernst (R-Iowa) and introduced again in January by her, as well as in the House of Representatives by Rep. Michael Cloud (R-Texas). The SWAG Act would make it illegal to use federal funds on promo products.
Both in the U.K. and the U.S., these legislators tend to speak about branded merchandise as if it is miscellaneous spending without acknowledging its track record as an advertising method with proven ROI.
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The SWAG Act lists a series of prohibitions against federal spending on advertising, such as “a product or merchandise distributed at no cost with the sole purpose of advertising or promoting an agency, organization, program or agenda.” The bill’s text targets several popular promo products, including apparel, tote bags and thermoses, as well as several other items.
PPAI staff and members met with Sen. Ernst during LEAD 2025 to lobby against the SWAG Act.
“Many of our members do business with federal, state and local government agencies to help them educate and inform citizens about public safety programs, health initiatives and other important information,” says Rachel Zoch, public affairs and research editor at PPAI. “This law would have a chilling effect and decrease the effectiveness of those efforts, ultimately to the detriment of Americans.”
