On March 13, 2026, President Trump signed an Executive Order (EO), “Ensuring Truthful Advertising of Products Claiming to be Made in America,” directing the Federal Trade Commission (FTC or Agency) to prioritize enforcement of fraudulent “Made in U.S.A.” (MUSA) claims “wherever appropriate.” The EO’s express targets are “foreign manufacturers and sellers,” who “target patriotic consumers” with false American-origin advertising, as well as “digital marketplaces” where such products are sold. Conversely, “American businesses building, growing, and manufacturing all, or virtually all, aspects of their products onshore” appear to be the intended beneficiaries as they are, according to the EO, “entitled to the undiluted branding benefits that come with supporting the American economy, and American citizens attempting to buy American products should have certainty as to what American-origin claims mean.” Its apparent objectives notwithstanding, the EO may in fact add to already mounting uncertainty around MUSA advertising, including for well-meaning U.S. companies who seek to make impactful, as well as truthful, claims about their products.

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