Advertising Alert: Saying Your Product is “Made in USA”? Remember Your Advertising Obligations

As the United States approaches its 250th anniversary in 2026, the “Made in USA” label holds more significance than ever. Consumers increasingly look for domestic products, associating them with quality, reliability, and support for local jobs. Yet, as a recent National Advertising Division (NAD) decision shows, using “Made in USA” claims in advertising, whether explicitly or implicitly, comes with legal responsibilities designed to protect both businesses and consumers.

On December 23, 2025, NAD issued Decision #7520, where the Advertiser had labeled and advertised several products as “Made in USA” leading to questions about whether those claims met the Federal Trade Commission’s (“FTC”) Made in USA Policy Statement and its Made in USA Labeling Rule. The Challenger alleged that the Advertiser’s claims were misleading because the products incorporated numerous foreign components including imported buckles, fibers, and leather.