Ford Motor Company released an ad campaign this month titled “Committed to America,” stating that it assembles more vehicles in the U.S. and employs more hourly workers in the country than any other automaker.

“From America. For America,” its tagline read.

Many advertisers will have to choose their words carefully, however, because even companies with factories in the U.S. often source many components from abroad. Marketers in industries that rely heavily on imports, such as automotive, pharmaceutical, technology and apparel, risk overstepping if they cannot fully substantiate any “Made in America” claims.

“I think marketers will be stepping up to the plate, and those who have the ability to make the claim will make it,” said Ronald Urbach, partner and co-chair of the advertising group at law firm Davis+Gilbert.

Home goods maker Williams-Sonoma agreed last April to pay the FTC $3.17 million, which the commission said then was the largest fine yet for a “Made in the U.S.A. case,” for violating a 2020 order regarding imported products, including those manufactured in China, that were inaccurately labeled on its website as being made in America.

Williams-Sonoma had agreed to pay $1 million in 2020 after the FTC found that the company made unsubstantiated “made in America” claims about several product lines.

A Williams-Sonoma spokeswoman attributed last year’s fine to an unintentional administrative mistake. The company has worked to improve its processes and plans to expand its assortment of “Made in the U.S.A.” products and partnerships, she said.

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