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BOSTON – US footwear business, New Balance, has been accused of misleading consumers with its ‘Made in USA’ marketing in a complaint filed with the Federal Trade Commission. US non-profit Truth in Advertising claims New Balance has, “for more than a decade … defied the law when it comes to marketing its athletic shoes as ‘made in the USA;’ brazenly ignoring the legal definition for the term in favor of its own, less stringent standard.”

The FTC requires that products marketed as ‘made in America’ or ‘made in the USA’ be “all or virtually all” made in the United States. The complaint filed with the FTC claims New Balance is not clear enough in it marketing comms that imported parts and/or foreign labor that make up as much as 30 percent of any one of its “made in the USA” shoes.

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