You Don’t Need the U.S. Flag to Say “Made in the USA”
Using the American Flag for advertising or marketing violates the U.S. Flag Code. You can use authentic storytelling to promote your company or brand, rather than disrespecting our national symbol.
If your brand makes its products in the U.S., you should absolutely promote that. But if the only way you’re doing it is by stamping a flag next to a “Made in USA” label, it’s not just uninspired—it’s lazy.
When I was Vice President of Marketing at Farm to Feet, a sales representative once asked me why we didn’t include the American flag on our packaging or marketing materials. After all, we proudly branded ourselves as 100% American-made. A retailer felt that the flag would reinforce that message.
My response was simple: “Using the U.S. flag for marketing is disrespectful.” I pointed him to Title 4 of the United States Code—the federal statute outlining how the American flag should be treated—and added that, as a retired Navy officer with 22 years of service, I take that code seriously. Once I walked him through the relevant sections, he agreed and shared that perspective with the retailer.
That experience prompted me to think more deeply about this issue—because while I’m not generally offended when I see the flag used in marketing, I believe many brands use it unnecessarily. In some cases, the flag’s presence feels more like a gimmick than a statement of values.
“The flag represents a living country and is itself considered a living thing.”
U.S. Code — Title 4, Chapter 1 Section 8
The U.S. Flag Code Is Clear
Title 4, Chapter 1 of the United States Code—also known as the U.S. Flag Code—outlines respectful and disrespectful uses of the flag.
Paragraph 8.i specifically calls out prohibition in marketing.
“The flag should never be used for advertising purposes in any manner whatsoever. It should not be embroidered on such articles as cushions or handkerchiefs and the like, printed or otherwise impressed on paper napkins or boxes or anything that is designed for temporary use and discard. Advertising signs should not be fastened to a staff or halyard from which the flag is flown.”
That’s unambiguous. The flag should not be used for marketing.
Yet, we see it all the time—on product labels, packaging, and advertising. Why?
Why Do Companies Ignore the Flag Code?
The most basic reason is that they can. The Flag Code has no enforcement mechanism. There are no penalties, fines, or legal consequences for using the flag in advertising. It’s a code of respect, not a criminal statute.
In government, the military, and civic institutions, this code is generally upheld. Violations typically come from one of three sources:
People are unaware of the code
Individuals or groups protesting the U.S.
Businesses seeking to boost profits through patriotic imagery
Some argue that the First Amendment protects the use of the flag in commercial speech. That’s a valid legal argument. However, legality doesn’t always equate to integrity.
What Americans Really Think
A recent conversation using ChatGPT’s polling capabilities explored public attitudes about using the flag in advertising. The results offer a useful glimpse into American sentiment:
43% of respondents said using the flag in advertising felt “cheap or gimmicky”
33% were okay with it if it was done respectfully
24% said it didn’t bother them at all
The responses reflect a range of opinions—but also a clear sense that many Americans view the flag as something more than a branding device. One user, a veteran, said:
“If you have to lean on the flag to sell your product, maybe your product isn’t good enough to stand on its own.”
That sums it up well.
You Don’t Need the Flag to Say “Made in the USA”
If your brand makes its products in the U.S., you should absolutely promote that. But if the only way you’re doing it is by stamping a flag next to a “Made in USA” label, it’s not just uninspired—it’s lazy.
Today’s consumers want more. They care about where products come from and how they’re made. But they also want to feel a connection with the brands they support. That connection doesn’t come from a symbol—it comes from a story.
The most effective way to share your American-made credentials is through authentic storytelling.
Three Better Ways to Tell Your “Made in USA” Story
1. Tell Your History
Share your origin story, values, and journey—from the founding of the company to key milestones. Even small businesses have big stories to tell.
2. Show How It’s Made
Pull back the curtain. Use photos, videos, or written content to show your manufacturing process, your team, and your craftsmanship. This builds transparency and trust.
3. Invite People In
If you offer tours of your factory or workshop, promote them. In-person visits are powerful. They turn curious customers into lifelong advocates and make your “Made in the USA” claim tangible.
Two Brands That Do It Right
Jack Daniels
America’s first registered distillery, founded in 1866, doesn’t rely on flags. Instead, it draws on its deep Tennessee roots, the story of its founder, and its unique whiskey-making process. The brand offers a behind-the-scenes look at production—and invites fans to tour the distillery themselves.
Santa Cruz Guitar Company
This boutique guitar maker in California builds just 400 instruments a year—by hand. Unlike the Jack Daniels story, which evolved with each new master distiller, the Santa Cruz Guitar Company history is the story of its master luthier and founder — Richard Hoover. He created not only a company but a culture of craftsmanship. Their website offers a virtual shop tour and video demonstrations, and they even offer in-person tours by appointment.
Let Your Story Be the Symbol
Companies making products in America have a right to be proud. But they should think carefully about how they express that pride. The U.S. Flag Code reminds us:
“No disrespect should be shown to the flag of the United States of America.”
That doesn’t mean brands can’t express patriotism. It means they should do it in a way that honors the flag’s meaning—not exploits it.
So if your company is built on American values, hard work, and local production—share that. Show your customers who you are. Take them behind the scenes. Invite them to be part of your journey.
In the end, your story is a more compelling symbol than any flag ever could be.