Guilt-Free

[mikephd]

Could someone explain what is "Guilt-Free" in the following paragraph?

Thanks


The world of Guilt-Free Shopping is coming to life at McArthurGlen Designer Outlet Livingston. There’s free fun for all the family every Friday, until 25th August, from 11am to 5pm. Events include robot acts, illusionists, circus workshops and ‘Hunt the Magician’. The weekend starts here!

[Ouisch]

Usually "guilt-free shopping" means either a portion of what you spend will be donated to a charity, or that the products for sale are environmentally friendly and were not made in countries that use unacceptable labor practices.