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Event merchandise can no longer be throwaway or an afterthought. With tougher regulation and rising scrutiny around sustainability claims, branded giveaways are now firmly on the compliance radar.

Promotional Merchandise has been proven to be two and a half times more effective for brands than TV advertising when it comes to leaving a positive impression with customers (Advertising Speciality Institute).

However, last year the UK’s Competition and Markets Authority (CMA) acquired the power to fine businesses up to 10% of their global turnover for misleading or unsubstantiated environmental claims. Crucially, the responsibility has been placed firmly with the brand making the claim, not the supplier who sold the product.

That means the tote bags, notebooks, bottles, or tech that are handed out at events could expose brands to reputational and financial risk if sustainability claims can’t be backed up.

Where Greenwashing Creeps In

Sadly, greenwashing in the event merchandise industry is common. Typical problem areas include:

• Using vague sustainability language
  Terms like ‘eco-friendly’, ‘green’, or ‘planet-friendly’ are thrown around to sound reassuring, but cannot be backed up.
• Unverified recycled content
  “Made with recycled materials” is no longer something you can claim if you can’t defend the amount, source, and verification.
• Lack of supply-chain transparency
  If you can’t trace where a product is made or how materials are sourced, you can’t prove the claim.
• Disposable design
  Opting for cheaper products, just because you are giving them away, undermines any of your business's sustainability goals and brand credibility.

Looking ahead, the pressure will only increase. From 2026, Digital Product Passports (DPPs) are being introduced under the EU’s Ecodesign for Sustainable Products Regulation and will require detailed, product-level information on materials, origin, and environmental impact. While launching in the EU, similar expectations are widely anticipated in the UK, with branded products used at events likely to be affected too.

Why Choosing a Good Supplier Matters

This is where working with a good supplier becomes critical because you can no longer trust what they say, you have to trust what they do.

Suppliers like Justgood help brands and event organisers create merchandise that stands up to scrutiny. Not just visually, but behind the scenes.

As a B Corp Certified business and GRS and RCS accredited supplier, Justgood ensures sustainability claims are independently verified, traceable, and properly documented. Audits, entire value chain data, and certification evidence are handled as standard, removing risk from buyers.

“We believe good merch shouldn’t cost the earth, or put brands in jeopardy,” says Ollie Richardson, Justgood. “Our role is to help educate on vague claims and make sure what clients put their name on is credible, compliant, and futureproof.”

Better Merch, Lower Risk

In a landscape where “we thought it was sustainable” is no longer a defence, event merchandise matters more than ever.

No greenwashing.
No landfill with a logo.
Just good products, done properly.