The SWAG Act & What It Means for Our Industry

04.02.2025 | Featured Homepage, Swag, Why Stran, 2025

A proposed bill in Congress is raising eyebrows in the promotional products world. Known as the SWAG Act—short for “Stop Wasteful Advertising by the Government Act”—this legislation would prohibit federal agencies from using taxpayer funds to purchase promotional items.

While the intent may be to cut down on perceived waste, the bill overlooks an important truth: branded merchandise has real, measurable impact for businesses, non-profits, and government agencies.

Branded merchandise (aka “swag”) is a proven medium for building connections with a desired audience, improving awareness of a brand or organization, and motivating individuals to take action.

Wasteful Advertising or Strategic Communication?

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Promotional products often get dismissed as “trinkets and trash.” But in our 30+ years of business, we’ve seen just the opposite: when the right product reaches the right audience at the right time, it becomes a powerful tool for driving action.

When used thoughtfully, branded merchandise can:

Educate communities about important issues
Encourage participation in civic initiatives
Build trust in public sector programs
Create touchpoints that make large-scale efforts feel personal and inclusive

Whether it’s a curated gift box that leads recipients to an online platform, a custom online store that streamlines uniform ordering, or a t-shirt that unites youth participants at a community event, branded merch isn't just a nice-to-have—it’s a strategic solution that delivers results.

The Proof Is in the Product: Our Work With the US Census

One of our favorite examples of how merchandise can be a game-changing tool is the 2020 U.S. Census.

Every ten years, the Census Bureau is tasked with collecting essential data from households across the country—and the success of that effort depends on participation. Accurate data is critical for government planning, funding allocation, and representation, but getting people to respond can be challenging, especially in hard-to-reach or underserved communities.

The 2020 Census faced even more obstacles than usual: a global pandemic made traditional in-person outreach nearly impossible. To reach more people and encourage participation, the U.S. Census Bureau strategically used branded merchandise to raise awareness and foster connection.

We worked with the Census to provide over 16 million American-made items, including educational materials, promotional products, and branded giveaways. These items were specifically designed to resonate with diverse audiences across the country, from urban centers to rural areas. We even collaborated with suppliers to create products in 15 different languages to ensure that everyone, regardless of background, saw themselves reflected in the campaign.

These items weren’t just tokens; they were tangible touchpoints that served a purpose. Whether it was a tote bag with census information, a pen given out at a local event, or an item sent to a community center, these products were carefully chosen to help spread the word and build awareness in areas where digital communication alone wasn’t enough.

By placing practical, branded items in the hands of community members, the Census was able to start conversations, share essential information, and increase participation—leading to one of the highest response rates in Census history, even during a pandemic.

This is exactly why we are advocates for the power of swag; to bring people together, to make a connection between a massive entity and an individual, and to encourage end users to take action.

The Bigger Picture: What’s Really at Stake

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Supporters of the SWAG Act may see promotional products as unnecessary, but that viewpoint misses the full picture. Swag, when done well, is far from frivolous. It’s a high-impact, cost-effective communication tool that helps organizations meet people where they are and foster real connection.

At its core, this bill is well-intentioned but short-sighted. If change is needed, it's not about eliminating swag altogether—it's about using it with purpose and intention.

Want to learn more or take action? PPAI’s summary of the bill is a great place to start.