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I received an unusual press release today, from the BBB, saying they recommended Stihl discontinue their unqualified “made in America” claims for outdoor power tools and equipment.
The BBB’s National Advertising Division (NAD) says that, following a challenge brought by a competing tool brand, their recommendation was that Stihl:
Discontinue its unqualified “Made in America” claims; and
Modify its “Made in America” claims to make clear that not all (or virtually all) of its products are made in the United States and that not all (or virtually all) of the parts of those products are from the United States.
The BBB NAD adds that:
The challenged claims, on Stihl’s website, social media, commercials, and print ads stated that its products are “Made in America.” The claim was made in connection with the brand generally in a variety of contexts (at times with power tools visible in the ad) along with images of the American flag. Stihl usually included a disclosure stating, “A majority of STIHL products sold in America are made in America of U.S. and global materials.”
NAD concluded that notwithstanding the disclosure, consumers would take away a broad, unqualified message that all or virtually all of its products – and all or virtually all of those products’ parts – are made in America.
According to the BBB:
Stihl stated that it “agrees to comply with NAD’s recommendations” although it “believes that its advertising verbiage and methods have truthfully conveyed its qualified Made in USA claims.”
On Stihl’s website, they say that:
A majority of STIHL products sold in America are made right here in Virginia Beach from U.S. and global materials.
I found examples of Stihl’s “Made in America” claims.
It seems that, according to the BBB, consumers were misinterpreting the claim, even with the disclosure.
The BBB doesn’t provide details about how they “concluded that notwithstanding the disclosure, consumers would take away a broad, unqualified message that all or virtually all of its products – and all or virtually all of those products’ parts – are made in America.”
See the BBB Feb 2024 Statement
Looking deeper, this wasn’t the first time the BBB NAD made recommendations to Stihl over their made in America advertising claims.
In October 2013, the BBB issued a statement, saying:
The National Advertising Division has determined that STIHL Incorporated can support a “Built in America” advertising claim featured in national advertising, but recommended the company make an accompanying disclosure more prominent.
