On 13 March 2026, the White House issued an Executive Order titled Ensuring Truthful Advertising of Products Claiming to be Made in America, reinforcing regulatory oversight of origin claims in the United States. The order directs the Federal Trade Commission (FTC) to prioritize enforcement actions against false or misleading “Made in USA” representations across consumer markets.
The Executive Order underscores that origin claims must be accurate, substantiated, and consistent with existing legal standards, including the FTC’s “all or virtually all” requirement. Companies making U.S. origin claims are expected to maintain robust documentation demonstrating that products are predominantly manufactured domestically, with only negligible foreign content. The order also calls for closer coordination among federal agencies to ensure consistent enforcement in both commercial and public procurement contexts.
From a compliance perspective, this development signals heightened regulatory scrutiny and increased enforcement risk. Businesses engaged in manufacturing, labeling, and marketing should conduct immediate reviews of their origin claims, including product labeling, advertising materials, and supply chain disclosures. Particular attention should be given to complex global sourcing models where foreign inputs may affect eligibility for “Made in USA” representations.
In addition, companies supplying to U.S. government entities should anticipate stricter verification requirements and potential audits concerning domestic content claims. Failure to comply may result in enforcement actions, financial penalties, and reputational exposure.
Overall, the Executive Order reinforces the United States’ commitment to consumer protection and supply chain transparency. Trade professionals should monitor enforcement trends and ensure that internal compliance frameworks are aligned with evolving expectations on origin substantiation and product marketing practices.
Official source – executive order from the White House: