Migliaccio & Rathod LLP is investigating reports that Stihl marketed its outdoor power equipment with unqualified “Made in America” claims that may mislead consumers regarding the actual origin of its products and components.
Reported Issues
Stihl ran national advertising—website banners, social media videos, print ads, and brand-level campaigns—featuring the bold claim “Made in America. Three words not everyone can say. But we can.” These ads were paired with patriotic imagery and messaging implying that Stihl tools are exclusively or predominantly U.S.-made.
A later-added small-print disclaimer stated that “a majority of STIHL products sold in America are made in America of U.S. and global materials,” but the National Advertising Division (NAD) concluded that:
- Consumers were reasonably taking away an unqualified Made-in-USA message, meaning all or virtually all parts and production occur in the U.S.; and
- Stihl lacked the required substantiation to support that message under the FTC’s “all or virtually all” standard for country-of-origin claims.
NAD recommended that Stihl discontinue its unqualified Made in America claims.
Why Consumers Should Be Concerned
Misrepresenting “Made in America” status may violate:
- Federal Trade Commission (FTC) standards governing U.S.-origin labeling
- State unfair and deceptive acts and practices (UDAP) laws
- False-advertising and price-premium theories, where consumers pay more for products marketed as American-made
Consumers may have purchased Stihl tools at a higher price based on U.S.-origin claims that overstated domestic manufacturing, despite significant foreign components or assembly.
Signs You May Be Affected
- Purchased any Stihl outdoor power equipment (trimmers, blowers, chainsaws, etc.) since 2021
- Chose Stihl because it advertised itself as “Made in America” or used patriotic messaging
- Later learned that your model included substantial imported components or was not manufactured entirely in the U.S.
- Believe you paid a premium because of the origin claims
If these issues apply to you, fill out the form below or contact [email protected] or (202) 470-3520.