Red, white, and booming: “Made in USA” advertising is having a moment. Brands across industries are leaning into patriotic themes, tapping into consumer enthusiasm for American-made goods, domestic job creation, and a good old-fashioned “Buy American” ethos. From Ford’s “Committed to America” campaign touting that “80% of the vehicles we sell in America are assembled in America” to Chevrolet’s nostalgic revival of “The Heartbeat of America,” brands are waving the flag with pride—and, increasingly, with legal risk.
This surge in flag-wrapped marketing has brought with it a spike in scrutiny. Consumer false advertising lawsuits targeting allegedly deceptive “Made in USA” claims are on the rise: more than a dozen have been filed so far in 2025, up from seven in all of 2024. And that’s just the tip of the iceberg—pre-suit demand letters challenging these claims are likely far more common. As companies seize on the branding opportunity presented by shifting global trade dynamics, they must also navigate a legal landscape where “Made in USA” claims are held to high—and enforceable—standards.
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