The Power - and Responsibility - Behind "Made in USA" Claims

The phrase "Made in USA" is more than just words on a label – it's a powerful marketing tool that resonates deeply with consumers and can offer a significant competitive advantage to businesses. But with great power comes great responsibility: using the claim correctly requires a deep understanding of the strict standards that govern it.
 
At BBB National Programs, our experts bring decades of regulatory insight to the conversation. Vice President, National Advertising Division, Phyllis Marcus, and Executive Vice President, Policy, Mary Engle, break down what businesses must know to navigate the “Made in USA” landscape.
 
From demystifying the FTC’s “all or virtually all” requirement to unpacking nuances like the “screwdriver caveat,” Phyllis and Mary explore the intricacies of federal oversight, enforcement, and compliance. Their insights reveal the legal guardrails as well as the strategic opportunities surrounding this powerful claim.
 
For advertisers and marketers, they also share actionable guidance on how to leverage the “Made in USA” designation effectively and responsibly, ensuring your brand earns consumer trust while staying on the right side of the law.