With President Trump’s new tariffs on imports and focus on “Made In USA,” brands are incentivized to stress their connection to America. Marketers have to be prepared to substantiate their claims and comply with the law. There will be aggressive enforcement by the FTC, states and NAD.
Davis+Gilbert Advertising + Marketing partner/co-chair Ronald Urbach was quoted in The Wall Street Journal speaking on what the future holds for “Made in America” claims and what companies can expect if they choose to make this claim.
“I think marketers will be stepping up to the plate, and those who have the ability to make the claim will make it,” Ron states.
However, marketers will have to choose their words carefully; companies with factories in the United States often source materials from overseas, which could potentially lead to issues if the company cannot fully substantiate any “Made in America” claims.
“The Federal Trade Commission will likely intensify enforcement efforts against companies that make misleading claims about their American provenance,” Ron explains.
For more insights on the “Made in America” legal complexities, read the full Wall Street Journal article below.