A new class action lawsuit is raising questions about the legitimacy of Dude Wipes’ “Made in USA” claims, alleging that the popular brand’s flushable wipes include imported materials, potentially violating federal regulations around product labeling and misleading consumers who prioritize domestic manufacturing.
Lawsuit Targets Dude Wipes Over Allegedly Misleading Origin Labeling
Filed in an Illinois federal court, the complaint alleges that Dude Products Inc. misrepresents its wet wipes as American-made, despite sourcing key materials, such as nonwoven fabric and packaging, from overseas suppliers, including those in China. The plaintiff argues that reasonable consumers are misled by the company’s marketing, which heavily emphasizes its patriotic branding, including red, white, and blue packaging and slogans like “Proudly Made in the USA.”
Under Federal Trade Commission (FTC) standards, a product marketed as “Made in USA” must be “all or virtually all” made domestically. According to the FTC’s enforcement guidance, that includes the raw materials, processing, and final assembly (more on the FTC Made in USA Standard).
Imported Components Raise Flags for American Manufacturing Advocates
While the lawsuit is still in early stages, it echoes broader concerns about misleading origin claims in an era where supply chains increasingly rely on foreign components, even as companies lean on patriotic imagery to appeal to conscious consumers.
Data from the Federal Trade Commission shows a growing number of enforcement actions related to deceptive claims of U.S. origin. In fact, in 2023 alone, the FTC issued multiple penalties against brands misrepresenting foreign-made products as domestic, including for textiles and health-related goods.
Dude Wipes, which has seen wide adoption in major retailers and a boost in recognition following its appearance on Shark Tank, has built its brand around an American identity. However, according to sourcing research published by the non-profit Truth in Advertising and whistleblower investigations submitted to the FTC, the product may contain Chinese-manufactured fibers and plastic packaging, casting doubt on its labeling legitimacy.
This lawsuit arrives during increasing scrutiny of deceptive origin labeling, especially as consumers express strong support for domestic production. A 2023 Reshoring Institute survey found that 69% of Americans prefer to buy U.S.-made goods, and 83% said they would pay more for products verified to be domestically produced.
The outcome of this class action could set a precedent in how the FTC and courts interpret the “Made in USA” standard in modern supply chains, particularly in consumer packaged goods that contain a mix of imported and domestic inputs.
