10 Brands That Were Sued Over Misleading “Made in USA” Claims
For decades, “Made in USA” has been more than a label. It’s a promise—of jobs for American workers, products built to last, and a sense of national pride. But in the world of marketing, not every claim stands up to scrutiny. The Federal Trade Commission (FTC) and private consumers have taken companies to task when that patriotic slogan turned out to be more fiction than fact. Across industries, from jeans to jet engines, courts have reminded businesses that false claims carry real consequences.
1. New Balance Faced Scrutiny Over Footwear Claims
New Balance has built much of its reputation around its commitment to American manufacturing. Its advertisements regularly highlighted shoes “Made in the USA,” positioning the brand as a domestic alternative in a globalized market. But critics and lawsuits pointed out that up to 30% of the materials in some of those shoes came from overseas. While the company clarified that it met the FTC’s requirement by assembling the shoes in the U.S., the lack of full transparency raised eyebrows. The controversy underscored how even legacy brands can blur the lines of what “Made in USA” truly means.
2. Williams-Sonoma Paid Millions Over Imported Products
Williams-Sonoma, known for upscale home goods, marketed several products under the “Made in USA” banner. But in 2020, the FTC found that many items—particularly furniture—were actually manufactured overseas. The company ended up paying a $1 million civil penalty for misleading consumers. The FTC emphasized that only products “all or virtually all” made in the United States can carry that label without qualification. The case sent a clear message: the price of patriotic branding without proof is steep.
3. Shinola Detroit Walked a Fine Line with Assembly Claims
Shinola branded itself as a revivalist company bringing jobs and pride back to Detroit. Its watches, in particular, carried strong “Built in Detroit” marketing, prompting consumers to believe the products were wholly American-made. In reality, the timepieces were assembled in the U.S. from largely imported parts. The FTC required Shinola to make disclosures more prominent and refrain from overstating its U.S.-based content. Though not fined, the company was publicly called out, showing how easy it is to cross the line in origin-based marketing.
4. Patriot Puck Played the Name Game
Patriot Puck sold hockey pucks that flaunted American flags and were marketed as “The Only American Made Hockey Puck.” Investigators discovered the pucks were actually imported from China and merely repackaged in the United States. The blatant contradiction triggered an FTC complaint and a cease-and-desist order. Patriot Puck was ordered to stop its misleading claims and to correct existing marketing materials. The case became a textbook example of deceptive patriotism for profit.
5. iSpring Water Systems Misled on Filters
Water filtration company iSpring advertised many of its products as American-made, including filters and reverse osmosis systems. Investigations revealed that a number of components—and sometimes entire units—were sourced from foreign manufacturers. The FTC filed a complaint, and iSpring reached a settlement to change its marketing and avoid future misrepresentation. The incident highlighted how consumers place trust in U.S.-origin health products, making deception all the more serious. The company’s reputation took a hit, even without a formal penalty.
6. Labrada Nutrition Was Called Out on Supplements
Fitness brand Labrada Nutrition claimed its protein supplements were manufactured entirely in the United States. The FTC later found that several of the ingredients came from international suppliers, and in some cases, the final product was completed abroad. Though Labrada adjusted its marketing, the damage was already done, especially among health-conscious consumers who felt misled. Trust is vital in the supplement industry, and this case reinforced how fragile that trust can be. The company’s rebranding efforts included more transparent labeling and sourcing information.
7. Gennex Media’s Flag Ads Sparked FTC Action
Gennex Media, a Texas-based company, sold American flags and promotional materials while advertising them as “Made in the USA.” The FTC discovered that the flags were entirely imported, often from China. The agency ordered Gennex to halt its marketing and disclose the actual origins of its products moving forward.
The company agreed to a settlement without admitting guilt but had to revise its branding. Consumers were left with a stark reminder that not even Old Glory is immune from deceptive labeling.
8. Tapio Leather Goods Came Under Fire
Tapio, leather goods brand popular online, marketed wallets and belts as crafted in America using U.S. materials. Investigations revealed both the leather, and the final products came from overseas manufacturers, with assembly often completed in Asia. The FTC intervened and required the company to revise its claims and add disclaimers where necessary. While there was no financial penalty, Tapio’s brand credibility suffered in the eyes of customers who value authenticity. This case also brought attention to online retailers and their often-unchecked claims.
9. Chemence Inc. Faced a Multimillion-Dollar Judgment
Chemence, a manufacturer of adhesives, labeled its glue and sealants as “Made in USA” while sourcing raw materials and packaging from abroad. The company was hit with one of the largest penalties in FTC history related to false origin claims—over $1.3 million. The agency cited a deliberate effort to mislead retailers and consumers alike.
As part of the settlement, Chemence had to overhaul its labeling practices and marketing strategies. This high-profile case became a benchmark in origin-related enforcement.
10. Harley-Davidson Was Warned Over Accessory Marketing
Harley-Davidson motorcycles are synonymous with American grit and independence. While the bikes themselves are largely U.S.-made, the company came under FTC scrutiny for accessories marketed as “Made in the USA” that were in fact imported. Although the company escaped fines, it was forced to update its advertising and include qualifiers about where parts were sourced. The episode served as a wake-up call that even iconic brands are accountable. The FTC emphasized that heritage does not excuse misleading claims.
Patriotism Isn’t a Loophole
Consumers buy American not just for quality but for ethical and national reasons. That trust, however, is easily violated when companies prioritize image over honesty. The FTC continues to monitor false “Made in USA” claims closely, and brands are increasingly being held accountable. Whether through civil penalties, public settlements, or reputation damage, the consequences are very real. If a company wants to ride the wave of American pride, it better be prepared to prove every word on the label.
What do you think about these cases? Were you surprised by any of the companies involved? Share your thoughts or drop a comment below to keep the conversation going.
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