In April 2025, the UK government announced it would ban spending on branded merchandise and departmental away days, citing a need to cut ‘wasteful’ spending and focus on frontline services like the NHS and border security. While we fully support efficiency and accountability in public spending, this sweeping dismissal of promotional products is misinformed and damaging to a thriving UK industry.
Branded Merchandise: More Than Just ‘Freebies‘
Let’s clear something up: Well-thought-out promotional products aren’t vanity items cluttering up desks. They’re smart, tangible communication tools that help government departments connect with the public. Whether it’s a reusable coffee cup used to promote environmental awareness or a recycled pen distributed at a careers fair, branded items reinforce public campaigns, encourage engagement, and leave a lasting impression. In fact, they often stick around far longer than some front-bench MPs!
A Blow to a British Industry
The UK’s promotional merchandise sector is estimated to be worth £1.25 billion and supports thousands of jobs, from designers and manufacturers to logistics and fulfilment. The government’s decision to talk down the industry as well as cutting off spending from public departments may feel like a minor footnote in a budget statement, but for small and medium-sized businesses across the country, it’s a direct hit!
It’s like saying we’re supporting local industries, just not this one.
Wasteful? Perhaps if You’re Buying Tat!
Of course, no one supports frivolous spending; we don’t want gold-plated mouse mats either. But calling all branded merchandise wasteful is like blaming the highlighter for poor policy writing. The value of promotional products lies in how they’re used. When thoughtfully designed and targeted, they’re an incredibly cost-effective tool for raising awareness, building trust, and supporting public campaigns.
5 Proven Reasons Promotional Merchandise Is a Smart Investment
1. Unmatched Brand Recall
Studies show that over 80% of people remember the brand on a promotional product they’ve received, and many keep the item for a year or more. That’s far more staying power than digital ads, which are scrolled past in seconds.
2. Sustainable Items = Favourable Brand Perception
Consumers are increasingly choosing to engage with brands that show environmental responsibility. Eco-friendly promotional items, like those offered by Brandelity, reinforce a brand’s values and create goodwill with audiences.
3. Cost-Effective Marketing
Promotional merchandise consistently ranks among the most cost-efficient forms of advertising in terms of cost per impression. A single well-designed tote bag or water bottle can generate hundreds (or thousands) of brand views over its lifetime.
4. Tangible, Trusted, & Useful
Unlike digital ads, physical items offer real-world value. People use them. They keep them. They talk about them. That utility builds trust – a key element in converting awareness into meaningful engagement.
5. Stronger Engagement at Events & Campaigns
Whether at conferences, community initiatives, or public campaigns, branded merchandise gives people something to connect with- literally! It’s an icebreaker, a reminder, and a takeaway all in one.
This blanket ban may win headlines, but it risks alienating the very people the government is trying to reach. Promotional products aren’t the problem; poor planning is. What we need is smarter use, not outright prohibition.
So to Whitehall, we say: let’s not paint all branded merchandise with the same budget-cutting brush. Instead, let’s recognise its role in public engagement, contribution to British business, and power to turn a message into something memorable.
And if that message just happens to come on a well-designed water bottle – even better.
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