Ad Alert

Roka’s Handbuilt in USA Claims

Eyewear company makes marketing changes following FTC inquiry.

Ad Alert

Roka’s Handbuilt in USA Claims

A video that appeared on Roka's website in May 2023. Note: The video has no sound.

Over a video showing its employees assembling its eyewear as a large American flag hangs from the rafters, Roka displayed the words: “Handbuilt in USA.” This, despite the fact that not all of its eyewear meet the legal standard to be marketed as “Handbuilt in USA.”

According to the FTC, “Handbuilt in USA” means the same as “Made in USA,” which means that “all or virtually all” of the product has been made in America. That is, all significant parts, processing and labor that go into the product must be of U.S. origin.

By contrast, certain Roka eyewear contain significant imported parts, such as glasses, frames or lenses that are manufactured abroad, the FTC found.

Following an inquiry by the FTC, Roka, among other things, removed unqualified U.S.-origin claims (i.e., U.S.-origin claims without any qualifying language) from its marketing materials and introduced “Assembled in USA” claims where appropriate.

A review of Roka’s marketing did not find any Handbuilt in USA claims currently in use.

Find more of our coverage on made in the USA claims here.

Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.

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