Airport security lines might be getting shorter, and the promo industry could benefit from the change.
In a conversation during The Hill Nation Summit in Washington D.C. last week, Homeland Security Secretary Kristi Noem suggested that the Transportation Security Administration could end or alter the current rule that enforces air travelers to keep their liquids at 3.4 ounces or less.
- This would create wiggle room for promo firms that offer liquids or spreadable products. Whether serving users at a national trade show or a national conference, TSA restrictions create significant limitations on size or risk the user being forced to throw the product in an airport trash can.
The TSA already brought recent changes by lifting rules that require travelers to remove their shoes before going through security. According to Noem, the liquids rule might be next.
“The liquids, I’m questioning,” Noem says. “So that may be the next big announcement, is what size your liquids need to be.”
Kristi Noem
Homeland Security Secretary
Noem’s comments have yet to lead to any announcements or additional details. The 3.4-ounce liquid rule went into effect in 2006 in the aftermath of the 9/11 terrorist attacks. Experts determined that a larger volume could theoretically be used to create liquid explosives.
On one hand, such a reversal might be popular due to the inconvenience the rule poses to travelers who have had to throw away shampoos, toothpastes, drinks or other personal items that they mistakenly tried to bring through security. On the other hand, there may be pushback from security hawks who believe it brings increased threats to the nation’s safety.
While the move would seemingly be within Noem’s power, her comments contradicted a post by the TSA just a few days earlier.
Promo Perspective
Travel is already a consideration for anyone sending someone home with promo. Your typical traveler is not returning home with any more room than they arrived with. But for most products, that consideration can still be left up to the user. If they can squeeze the product in their luggage, hopefully it’s worth making the trip back.
- Promo firms that put brands on liquid products currently operate from a greater disadvantage. At a trade show, conference or national gathering, any liquid has to be restricted to a small amount to consider the restriction air travelers face.
- If travel sizes aren’t considered by the promo firm, there’s a risk of adverse individual branding or industry optics when travelers see promo products tossed into TSA trashcans.
If the 3.4-ounce rule is expanded, promo companies have more room to work with in this regard and may be able to avoid some of these frustrations. In such a world, the promo firm could size the product to what they think the user finds most practical, as opposed to travel regulations.
- However, making mold adjustments to adjust the sizes of containers can take be a time-consuming process from start to finish.
- Suppliers may want to have the considerations of a plan in place, though it is important to note that as of now there is no official statement that the liquid volume allowed on planes will change.
A few examples of potential promo products that can be subject to the TSA’s 3.4-ounce rule include:
- Lotion
- Shampoo and conditioner
- Spreadable cheese
- Peanut butter
- Water
- Juice
- Coffee or Ice Coffee
- Soda
- Honey
- Yogurt
- Jam
- Cooking Oil
- Toothpaste
- Mouthwash
- Sunscreens
- Face creams or gels
- Liquid makeup
- Salsa
- Snow globes
- Magic 8 Balls
