TINA.org files FTC lawsuit against New Balance for


MADISON, CONN., Sept.20, 2021 (GLOBE NEWSWIRE) – According to the latest survey by consumer organization Truthinadvertising.org (TINA.org), New Balance deceptively markets some of its athletic shoes as being “Made in the USA”, brazenly ignoring the legal definition in favor of its own less stringent standard. Today, the advertising watchdog filed a complaint with the Federal Trade Commission (FTC) urging the agency to investigate New Balance’s misleading claims made in the United States and to take enforcement action. appropriate.

“New Balance knows the law, fought the law and ignores it now,” said Bonnie Patten, executive director of TINA.org. “The FTC should send a strong message that there is a price to be paid for deceiving consumers.”

TINA.org’s investigation found that for some shoe lines, the multi-billion dollar Boston-based company applies US flag labels and images, of the shoes themselves, sewn to the sides and the tabs of the sneakers, to the labels. which are attached to the shoes and boxes and tissue paper in which the shoes are wrapped. Some shoes even have “Made in US” in their name. Additionally, marketing claims made on the company’s website and social media platforms, as well as those made by social media influencers and sponsored athletes further amplify the “made in USA” message.

While the FTC requires products marketed as “made in the United States” to be “all or virtually all” made in the United States, New Balance says it labels (and markets) its shoes “made in the United States” when “national value,” a term he does not define, is only 70 percent. This disclaimer typically pops up in inconspicuous places far removed from US-made labels, leaving consumers, many of whom not only prefer US-made products to imported products, but are willing to pay more for them. , unaware that New Balance’s definition does not meet the FTC’s legal standard.

Last August, the FTC passed a new Made in USA labeling rule (based on a petition filed by TINA.org) that gives it the power to impose fines on companies engaging in deceptive US-made labeling. United by tagging $ 43,792 per violation, meaning New Balance could face potential penalties of at least $ 1 million for every 23 shoes that are tagged in violation of the rule.

TINA.org has investigated and taken action on misleading claims made in the United States by a number of companies, including Walmart, Gillette, and Mercedes-Benz. In addition, the consumer watchdog has tracked dozens of class actions alleging misleading claims made in the United States.

To learn more about TINA.org’s New Balance survey, visit: https://www.truthinadvertising.org/new-balance-an-iconic-made-in-usa-brand-defies-ftc-law/

Learn more about TINA.org’s work to discover Made in USA’s misleading claims here: www.truthinadvertising.org/usa/


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