MSU Study: Shoppers Expect More From Made in USA Labels Than the FTC Standard Requires

Many consumers expect a Made in USA label to mean more than the FTC requires, according to a Michigan State University study announced August 12, 2025, and published in the Journal of Law, Business and Ethics.

What the researchers found

The study, led by Jef I. Richards with five MSU co-authors, analyzed survey responses from 131 adults. MSU said it is only the second peer-reviewed study on what Made in USA claims mean to consumers. Findings included:

• Respondents believe the label currently means USA assembly of entirely USA-made parts, even if some raw materials are foreign. That roughly matches the FTC’s criteria.
• But they believe it should mean USA assembly of entirely USA-made parts and USA-sourced materials.
• Respondents associated the label with quality (31%) and positive emotion (21%), and said they were more likely to buy labeled products. The researchers warn that stated intent and actual purchases often differ.
• The label drew both positive emotions, like pride, and negative ones, like “false patriotism.”

“The one notable conclusion to draw here is that confusion exists.”

Saleem Alhabash, Michigan State University

Co-author Patricia Huddleston said the FTC’s “virtually all” language “leaves a lot of room for interpretation.”

Why it matters for Made in USA

The FTC’s standard is meant to match what consumers expect. This study suggests many expect even more, including USA-sourced raw materials. That gap is why plaintiffs keep suing over products with foreign ingredients.

The sample was small, so the findings are a starting point. Still, the advice for brands is clear: clear and specific claims are safer. Stating what is made in the USA, and what is not, leaves less room for disappointed customers.

FAQ

What did consumers think Made in USA should mean?

USA assembly of entirely USA-made parts and USA-sourced materials, according to the MSU study.

How large was the study?

131 adult survey respondents.

What is the FTC standard?

“All or virtually all” of the product must be made in the USA, with final assembly or processing in the USA and only negligible foreign content.