when surveys, marketing materials, or internal communications show that companies understood the emotional value of these claims and leaned into them deliberately.
And the risk isn’ t limited to legacy brands. Direct-to-consumer startups and social media-native companies— many of which lean heavily on aesthetics and aspirational messaging— are particularly prone to deploying“ heritage” or“ American-crafted” language without fully understanding its legal implications. These brands often rely on third-party manufacturers, drop-shipping models, or global supply chains that are inconsistent with any“ Made in the USA” claims or certainty of domestic origin. While some may be unaware of the risks, ignorance doesn’ t insulate them from liability.
Meanwhile, consumers have more
tools than ever to hold brands accountable. TikTok, Instagram, and YouTube are filled with product“ unboxings” and teardown videos that scrutinize where and how goods are made, and online reviewers frequently note country-oforigin markings and home in on any that contradict online claims. In this environment, the margin for error is thin, and the reputational damage to brands operating outside the rules can be swift.
Yet despite these pressures, enforcement is still spotty. FTC enforcement actions are relatively rare, and many cases end in settlements with no admission of wrongdoing. That’ s why private litigation plays such an essential role in policing this space. Plaintiffs’ attorneys can use discovery to surface internal knowledge, show how marketing choices were made, and hold companies accountable when patriotic claims cross the line from suggestive to deceptive.
Patriotic branding isn’ t going anywhere. While FTC continues to enforce false“ Made in the USA” claims, and national origin claims become more common— and more tied to pricing, trust, and supply chain anxiety— transparency matters. When companies use patriotic language to sell imported goods, they aren’ t just bending the rules; they’ re manipulating values that many Americans hold deeply. Consumers deserve transparency. If a product is marketed as American-made, it should be. And if it’ s not, companies shouldn’ t get to hide behind stars, stripes, or slogans. Holding brands accountable for misleading claims isn’ t unpatriotic— it’ s the most American thing we can do.
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22 The Trial Lawyer